esign is relatively simple. It is important to remember that the goal of our design, our advertisement, our publication is to convey an idea, to sell ourselves or our product.

What we must avoid is using our design or publication as a vehicle to display our awesome Photoshop skills, our wisdom, our wit, our charm; the publication should sell an idea, not us.

Thus, we all of us tend to make solutions more complex than the underlying problem. We make solutions more complex than the problem, we complicate a problem beyond all recognition.

We need to keep things simple. Design should be as simple and as straightforward as possible. Keep it simple, stupid (KISS) is merely applying Occam's Razor to design.

Peggy Noonan, who borrowed heavily from Ben Franklin in this context, once said:

Remember the waterfront shack with the sign FRESH FISH SOLD HERE. Of course it's fresh, we're on the ocean. Of course it's for sale, we're not giving it away. Of course it's here, otherwise the sign would be someplace else. The final sign: FISH.

Which sign design is more effective? Is it necessary to list each and every item in the store on the window, even if there was sufficient room? Which storefront is more attractive? More inviting? In short: Keep it simple, Stupid!

Design consists, primarlily, of three elements: balance, contrast and white space.

Balance refers to the totality of the design including images, graphical elements, and typography (refer to the storefront window above).

Contrast refers to the interaction of design elements. Contrast means, of course, contrast between colors, but it also includes contrast between elements, textures, type, and structure.

Whitespace, sometimes called negative space, is the portion of a page left unmarked. It is difficult to think of a design element more important.

Whitespace serves at least three functions: first, it draws attention to the image, or type, or element surrounded by the whitespace; second, it reduces eye fatigue in your viewer; and third, it forces you to remove unnecessary and redundant elements in your design.

This classic Volkswagon adverisement from the 1950s is an excellent use of white space. Note that the white space emphasizes the message; in fact, it almost drags your eyes to the car and the minimal text.
White space doesn't have to be white.
Nor does whitespace does not have to be completely monochromatic.
And whitespace does not have to be completely empty.
Whitespace need not be overwhelming; it need only be sufficient to provide relief and emphasis. The rule of thumb is 60% whitespace.
For those of you geeks, the rule of thumb is approximately 60% whitespace. Which is also called the Golden Ratio, which is also a Fibonacci number.

Good design is not really difficult. Try to keep it simple. Once you have accomplished that, then look at your design again, and make it more simple. Remove anything that is not necessary. As Robert Altman said: "If you're not a professional, I think it is far more important to make sure that your art isn't ugly." And make sure that what you are trying to convey, or sell, is really apparent in your design.

Bad design is only a matter of taste, and salesmanship. Bad design can have more disasterous consequences. Bad graphic design was a factor in giving us George Bush as (p)Resident.