“We’d like our new website and brochure to a have a clean design.” We hear this request from clients all the time. While “clean” is a pretty generic term, it does in fact direct our graphic design team in a very specific direction.
A clean design allows people to locate and absorb information with minimal effort. Clean websites and print pieces are designed to help visitors and viewers make correct assumptions on content and relevancy based on clear organization and structure. To me, clean graphic design can be boiled down to a few key elements.
Less, but better
- Only include what is necessary
- When complete, the design should look effortless, yet be informative
- If it creates conflict, remove it and start again
- Subtlety is key
Engineered to a grid, pixel perfection: open, spacious and airy
- Give everything space to be interpreted
- Whitespace gives elements room to breathe
- Line height allows text content to be absorbed easily
Shoot for a two-typeface maximum. Select an easy-to-read body font and a title font with a little more flair.
Lean color palette that supports and enriches content
Clean graphic design can communicate refinement and sophistication. It should make it easy for a user to find and interact with content, while generally avoiding superfluous additions. A clean design aids in visual thinking, enabling users to fulfill their informational requirements without expending extra effort.