Graphic Design & Web Development

Design - from all angles

A blog about design, though not in the strictest sense of the word. Marketing / branding resources and musings of a web and graphic designer who sees the world through Pantone-colored glasses and a 12-column responsive grid. {Subscribe to the RSS feed here: RSS}

Brand Archetypes — Meet the Sage

Nyla Smith | Tuesday, January 12, 2016

What is truth? If you are the Sage brand archetype, this is the question that keeps you up at night. A perfectionist by nature, the Sage won’t settle for ambiguity and is on a mission to analyze everything to find the right answer and share it with others. News outlets, museums, and universities fall under the Sage archetype. Read Article »

Fonts That Make Me Giddy: Rotundus

Nyla Smith | Tuesday, January 05, 2016

Modern and elegant, this condensed typeface feels classy and almost timeless. And yet, as all giddiness-inducing fonts do, it has a style all its own. Read Article »

Brand Archetypes — Meet the Caregiver

Nyla Smith | Tuesday, December 29, 2015

The Caregiver brand archetype can be summed up in two words: compassionate and self-sacrificing. Picture the empathetic nurse or the helpful concierge, and you will see how the Caregiver archetype is a personality fit for brands which aim to nurture or serve others, from healthcare, to nonprofit, to hospitality industries. Read Article »

The Secret Life of Sensations: How Design Affects Perception

Nyla Smith | Tuesday, December 22, 2015

Can something as basic as design affect customers’ perception of your product? Big. Fat. YES! But how, you ask? Take a peek behind the curtain and discover for yourself the psychological magic of “sensation transference.” Read Article »

Brand Archetypes — Meet the Innocent

Nyla Smith | Tuesday, December 15, 2015

The cute kid, the dreamer, the optimist, the do-gooder. What do they all have in common? They are manifestations of the Innocent brand archetype, used by corporations to speak to two often unmet needs in our fast-paced, hectic lives – simplicity and happiness. Read Article »

"P" is for: Pantone 2016 Color(s) of the Year!

Nyla Smith | Tuesday, December 08, 2015

For the first time ever, Pantone’s Color of the Year is a duo. That’s right, the color for 2016 is actually two — Rose Quartz and Serenity. Another notable “first” is that it represents a departure from the usual bold rich color typically given this honor, being the first pastel shades in a decade. This is quite a shift from the norm — what does it mean? Read Article »

"O" is for Offset Printing

Nyla Smith | Tuesday, December 01, 2015

I remember quite distinctly a time back in 2004, when this thing called 'digital printing’ was scoffed at by ‘real’ designers. It was cheap and produced inferior results as compared to traditional offset printing. Well now it’s almost 2016 and technology has come a long way. Is offset printing still the best way to print? Read Article »

"N" is for Negative Space (How to Use Gestalt Theory for a Memorable Logo)

Nyla Smith | Tuesday, November 24, 2015

Don’t be fooled by the term “negative space.” When it comes to logo design, negative space can be used in very positive ways. As with many other aspects of design, we can look to the field of psychology for insight on how to use negative space to create a memorable logo. Read Article »

"M" is for: Monochromatic (One is the Loveliest Color)

Nyla Smith | Tuesday, November 17, 2015

It was September of 1965 when the color television revolution changed the world. Programming previously watched in shades of gray was now bursting in full color for all to see! It’s understandable that we are drawn to color; we equate it with life and vibrancy. So when I tell you that monochromatic has merits, don’t tune me out just yet!  Read Article »

Does Your Brand Have Multiple Personality Disorder? A Look at Brand Archetypes

Nyla Smith | Tuesday, November 10, 2015

Just like a person, your company’s brand has a unique personality, and how people connect with your brand has a huge impact on whether or not they want to do business with you. So what can you do to harness the full power of your brand’s personality? Read Article »


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