My design professor in college used to often quote the architect, Louis Sullivan by saying, “Form follows function.” It was his way of reminding us about the relationship between an object and its intended purpose.

In short, I think he was really implying, “make sure it works before you make it pretty.” I’m not entirely sure Sullivan’s axiom fits as a design-solution-in-a-box, but I get the point. To which I follow with, “Where does effective design actually fit in?”

For the purpose of awareness and promotion, graphic and Web design is critical to shaping the perception of your organization, group or cause in the mind of your audience. It’s literally the “face” of your entity that is present when you are not. Think about it – if effective design can resonate and connect with your intended audience, then ineffective design can isolate you from them.

So, what makes effective design effective?

Effective design is like a good television or radio spot jingle. It’s memorable. It’s pleasing. It’s in your head and easy to recall. Quite simply, it’s a hook that captivates, connects and evokes your intended response.

I believe effective design accomplishes three purposes:

1. It evokes a predefined response (it specifically tells them what it is you want them to do).
2. It finds roots with your target audience (it’s not only about what you like – it’s about what they like).
3. It clearly answers questions (at the very least it needs to answer primary questions instead of raise even more questions).

So, how does effective design translate into my organization, group or cause reaching new people? Before you begin your next flyer, poster or ad, consider the following design filters:

1. Know your primary audience.
   Hold off until you’re sure. Good design communicates a feeling. For example, I probably will want to avoid  cutting edge, grunge style in my design when communicating to the senior’s group at church.
2. Know your direct competition.
   Competition isn’t just about the organization around the corner or the department program in the other room. Direct competitors to consider are outside influences like staying home with the family; watching TV; hanging out with friends – you get the idea.
3. Know your connection between your entity and your audience.
   You have to start with what appeals to your audience – this is vital to connecting the link between who you are (an an entity) and the people you are trying to reach (to evoke a response). Remember, effective design evokes a response – that is, someone chooses or prefers what it is that you offer or provide over a similar opportunity. Make a connection that is based on what the people you’re wanting to reach need to know about you (or your entity), in order to choose or prefer you.

Effective design is very subjective. What I may find pleasing, you may find repulsive. Yet, when we each find something that looks good, we intuitively know that it’s right. We may not be able to put words to the principles and concepts that were instituted, but “we know it when we see it.”

Lastly, it’s entirely possible to go so far out in an attempt to differentiate that you’re not even in the ballpark. Consider what a product group VP at AMC said about the introduction and design of the AMC Pacer in 1971, “everything that we do must distinguish itself as being importantly different than what can be expected from the competition.” Hmm …