Tel: 0114-294-5026 | Web: www.route1print.co.

uk

Must-Read
DESIGN
TIPS
FROM
DESIGNERS,
To
Designers
 Art Is The Only Place You Can Do What You Like.
Paula Rego Visual Artist

You can never know enough about Design. With technology constantly evolving and new trends
emerging, the exciting world of Graphic Design is picking up speed. Whether you have 2 or 20 years’
experience under your belt, there’s never a limit to how much you can progress and learn.

We asked incredible Graphic Designers to share 50 hard-earned tips they wish someone had told them sooner.
From client management to typography, brand identity to finding alternative textures in Photoshop, our collection of experts
provide advice covering all problems Graphic Designers may face. This eBook not only provides practical tips you can apply
to your own work, but from the collective minds of our contributors it offers new ways in which to think about design.

www.route1print.co.uk 02.
 #02. Design & Produce
A Welcome Pack...
...for all new and existing clients advising them
what to expect with regards to the way you work.

For example, when designing and artworking a newsletter,

set out how best they can organise the copy and supply
#01. Presentation Is Very images to suit you. For example, naming the images in
relation to the article helps as does providing the copy in
Important In Design. order of page numbers either in one document or individual
ones depending on how you prefer it. We also stipulate:
With logo designs, always show them not only in colour
but also in black and white, one colour and on a coloured • No images lifted from Google search
background. A logo should be versatile enough that it can be
• Written confirmation from the client that
used across different mediums. Always show logo designs
they own the copyright of the images.
‘in-situ’. Find out at the brief stage what items the client is
interested in branding in the future. Show the client how the
logo works on a business card, stationery, shop window and
social media platforms. It will help the client visualise how
the branding can come together across a variety of items. #03. Make It Very
Lesley Moss Creative Designer
Clear At The Outset...
Northsouth Design
www.northsouthdesign.co.uk ...that you charge Authors Corrections if you
do; it saves problems later on down the line
getting the invoice approved and paid.

Philippa Smart Owner & Founder of BeSmart Design

www.besmartdesign.co.uk
03. www.route1print.co.uk
#04. Go The Extra Mile: Look
Out For Copy Mistakes!
Even if it was supplied by a pro copywriter, don’t assume it’s
error-free, and be mindful that gaffes can creep across in copy-
and-pasting. Mistakes are jarring and unprofessional and
negatively affect the client and the designer’s reputation.

Obviously watch for the basics, such as typos, grammar errors, #05. Who’s Signing
Off Your Work?
and consistent punctuation (like the Oxford comma). But also
check brand names (with accurate capitalisation), spelling
variations between dialects (for example, differences
between US and UK English), and the use of superscript It’s your responsibility to find out who’s going to be signing off
or subscript (such as entertainment venue The O2). your work. If there’s stakeholders that haven’t been at your
client meetings, then you are relying on your contact within
your client’s company to do a good job of explaining your
Leese Johnstone Graphic Designer
www.lajohnstone.co.uk
design rationale. It might be worth putting together a
supporting document to send post-meeting to ensure
your side has everything circulated directly from the
horse’s mouth. It’s key to try and get all stakeholders
on board early, and find out who they are; that way
your work will have less gateways for approval
and less people tinkering with things.

Ryan Carter Freelance Designer

www.ryancarter.co.uk www.route1print.co.uk 04.
#06. Start
The Design Process
On Paper!
Your hand is freer to get all the ideas out than it would
be on your computer. It lets you quickly write down
ideas while you sketch things out. You can be messy and
random. Some of your best ideas will happen this way. Then
you can jump on your computer and refine, refine, refine. #08. Contrast Is Everything.
Brent Galloway Graphic Designer As with music where the pauses and verses are as
www.brentgalloway.me important as the beats and the choruses, visual design
is the intelligent orchestration of contrast. Just the right
amount of difference in sizes, shapes, space, fonts, colour
and tone can give you the perfect melody. Too much and
it’s just a noise, too little and it’s all very, very bland.

Chris Blackhurst Freelance Creative Consultant & Creative Director

#07. There Is No Place www.chrisblackhurst.co.uk

For Ego In Design.

Chris Blackhurst Freelance Creative Consultant
& Creative Director
www.chrisblackhurst.co.uk

05. www.route1print.co.uk
 #10. Make Use Of Layer
Palettes in InDesign.
You can have common elements on one layer with other layers containing
#09. How To Cut Out different layouts and designs. This makes it really easy to compare designs.

Hair In Photoshop
Keeping The Stray #11. Create A Habit Of Using
Hairs in Place For Paragraph, Object Styles &
Realistic Effect. Master Pages in InDesign.
Take the image and duplicate the layer. Create a coloured
They really do save time when working on a publication.
layer below the two duplicated picture layers.
Styles can also be copied across publications making it
easier to achieve design consistency in your work.
Make the bottom one a ‘multiply’ layer. With the
magic wand, take away the main background on the
top layer. This leaves those fiddly hair strands.

So go to the top layer and with the eraser just take the #12. For Large Areas Of
edges off the hair. The multiple layers will show through
with the original hairs so it looks like an intricate Black, Use A Rich Black...
cutting out job, but has instead taken seconds.
...(usually something like 100k, 60c, 40m, 0y.)
This will make those black areas look really
Amanda Freelance Designer
dense. However, don’t use this for text as
www.amandadesign.co.uk
you may run into registration issues.

Martyn Joyce
www.blackberrydesign.co.uk
 #14. Don’t Undervalue
Your Work.
#13. Never Restrict Don’t undervalue your work. Seek criticism, not praise.
Always keep learning & don’t be a static learner. Do this
Yourself. by reading books, magazines, blogs and practising. Collect
& share things. Teach others. Never give up. Keep practising.
Being a creative, you’re bound to have a million Again, keep practising.
and one ideas running around your head at the
start of any project. If you’re anything like me, each Jacob Cass Graphic Designer
idea is likely to be more outrageous than the next. www.justcreative.com
Never be afraid to bring these ideas to the table.
Although they may not be considered the best
ideas in the world, your basic concept can always be
harnessed, reigned in and moulded into something that
may inspire other creatives involved in the project.
Whereas it’s not always the case that one idea will lead to
the next, it’s continually been my best practice to never leave #15. Ideas In Design.
an idea-rock unturned, and encourage people to share.
What may be seen as an outrageous and impossible concept to some, Basing your projects on ideas is the only way to
could be considered thought-provoking and revolutionary to others. create great work. An idea will only come from fully
understanding the brief and a process of thorough
Tim Hurst Graphic Designer research. Have a reason behind every design
www.route1print.co.uk decision, the colour, imagery and typography
that you choose will have a meaning. Design
is much more than just creating pretty things.

Ash Flint Graphic Designer

www.ashflint.com

07. www.route1print.co.uk
#16. Start At The End
& Work Backwards
If you start at the end of a project then you
begin in the same place as the user.

Think about who they are, and when, where and how they will be using
whatever it is you are designing. Ask yourself the sort of questions
the user will themselves be asking. Put yourself in their shoes.

And then work backwards - from distribution and

#17. Build-Up A Mental
production, through design, and beyond to content and Toolbox Of Successful
the message that needs to be communicated.
Design Approaches.
If you can align all these things in your mind before you
put pen to paper then you will fully understand what is When starting out as a designer, so that you can learn design
required and the constraints that you must work within. tools, techniques and trends, I recommend looking at the work
of some of the best designers and spending time recreating it
Do it well and you’ll end up with a design as a training exercise. This will allow you to build up a mental
that is truly fit for purpose. toolbox of successful design approaches that you can
eventually use within your own designs. As you progress
Sarah Cowan Freelance Graphic Designer & Typographer through your career it’s always worth keeping a collection
www.lettica.co.uk of benchmark design work, so that you can continually
work towards creating designs of a similar calibre,
pushing yourself to become a better designer.

Ian Paget Logo Geek & Graphic Designer

www.logogeek.uk
www.route1print.co.uk 08.
#18. Print Production. #20. Create Simple
Every print job that leaves our studio is meticulously checked for both content Function Typography
errors and technical artwork errors. The best way to spot many technical errors
is to open your final design as a PDF in Adobe Acrobat Pro. Then from the tools, Using Maths.
select ‘Print Production > Output Preview’. This allows you to switch on/off
virtual CMYK printing plates. It’s a great way to identify unexpected problems Good typography is essential for good
like spot colours, overprint and knockout issues. The ‘Sample Tool’ will communication and the key to this is establishing a
also let you spot check areas of your design for total ink coverage, handy hierarchy. The best way to do this is to start with your
as you always want to be less than 300% to keep your printer happy. body copy size, let’s say its 10pt, you can then use the 5
or 10 times tables to establish a subheading size of 15pt
and a heading size of 30pt, for example, to create an even
typographic balance.

#19. Font Identification.

Establishing a good working relationship with a new client #21. Embrace Your White Space.
who already has a logo, branding and various other digital
assets can be tricky. You’re both excited to be working Using white space is a fundamental design element that can provide
with each other but then you, the designer, bombard many benefits.
the new client with technical questions about their When creating a brand, white space can create a feeling of
logo and branding. Often, the client hasn’t a clue sophistication and elegance. White space creates harmony and
what the font in their logo is called or what their comfort. It can improve readability, it creates balance and
house font style is supposed to be. Online services highlights key objects on the page. Essentially, white space has a
like WhatTheFont!, Identifont and WhatFontIs. quality control element to it and therefore it depends on your
com can be invaluable in identifying fonts brief and who your target audience is. If your product is low
that you’re unfamiliar with. It saves you time value, less white space is required. Adding more white space
and is one less question for your client. give the produce an appearance of high value and quality.

Quentin James Freelance Creative Graphic Designer Matt Hollands Graphic Designer & Typographer
www.quentinjamesdesign.co.uk www.matthollandsdesign.co.uk
 #24. Always Be On The Lookout For
Interesting Textures & Imagery.
A good brick wall or some recycled paper, photograph or scan them. File

#22. Always Improve them all to your design image library on your computer. Then browse
through your design image library when stuck or looking for inspiration. I use
Your Branding. the textures I’ve found almost daily.

The first impression of your company needs to make

your clients go wow! My general rule is whatever
hours you spend a week on client work, then 75% #25. When Discussing A Brief,
of that time should be spent again working on your
own company image, marketing and general skills. Use Imagery & Words To
Illustrate Your Discussion.

#26. Show Your

#23. Don’t Hide Your Identity.
Design’s In Context.
Clients like to know who they will be working
with so don’t be afraid to get your picture and If it’s a logo, show it on a business card or embossed on
personal information on your website. a letterhead, if it is web design, show it inside an image
of a computer screen and an iPad. First impressions
are important and any help you can give them
Paul Gill Freelance Designer imagining what you are imagining, the better.
www.gillgraphics.co.uk

Polly Playford
Freelance Graphic Designer
www.pollyplayford.com
 #28. Make Sure The
Brief Is Understood.
#27. Be Inspired By The most important aspect to be successful in design

Other Designers. is coming up with a solution to the brief provided by the

client. You are problem-solving in essence.
The best briefs use simple language with clear direction.
When you see amazing work from other designers, Don’t be afraid of questioning the brief if it’s not clear as to
don’t let it make you feel inferior but let it encourage what is actually required.
you to broaden your skills and try new styles of design. Many clients don’t really know what they actually want and
Just as you are inspired by that person, so you too are getting them to think about the brief will focus their direction and
inspiring others. give you a more confident and appropriate solution.

It is very easy to be hard on yourself as I learned a few

Charlotte Delmonte Creative Designer
months ago after admiring another designer’s work and
www.charlottedelmonte.co.uk
silently wishing I was even half as good, only to have that same
designer message me out of the blue, telling me about how they
loved my work. It was a real wake-up call, to remember to be
kinder to myself.

On that note, be kind to your fellow designers too, and

embrace the abundance mentality. There is plenty of
#29. Stand Out & Be Unique.
work out there and more than enough for everyone.
Creatives too often fall into a trap of regurgitating
work from others in the same field. Strive to
Ness Graphic Designer be original and focus less on what others are
www.artenesse.com
doing. Providing clients with regurgitated
work leaves you easily replaceable.

Tyson Beck Graphic Designer & Digital Artist

www.tysonbeck.com
11. www.route1print.co.uk
 #31. A Successful
Design Is Made On
#30. Your Most Valuable Asset Isn’t
The Capacity Of The
Necessarily Your Product, Your People
Designer.
Or Your Building.
More often than not, clients don’t know why their
It’s your brand identity. products/services are better than their competitors.
So whatever you do, you can’t ignore it. They usually fall on quality and service proposition,
After all, other people won’t (or even worse, they however, everyone else promotes these attributes.
will and then you’re in real trouble). Designer and Client should have this very clear. Once
Think of it this way, if you had to replace your team could your you have this, everything else will fall into place.
company continue going? It would be hard, but it would be possible.
How about if you lost one of your products? If you’ve A good client should communicate to the designer the
got a few it should also be survivable. uniqueness of their product/service and trust the designer’s
But what about if your brand either suddenly ceased skills to produce something great.
to exist or – even worse – went completely into the
toilet so that nobody trusted it anymore? Often clients and designers get caught up on colours, fonts
Then you’d have to start over. and images and they forget that a design that does not SELL
You’d have to reinvent your company and even modify the uniqueness of the product/service it is simply a waste of
your products. Even if you kept the same people, even the resources.
same location, could you say it’s the same company?
I think not. Clients tend to ask for advice on design from their peers,
So don’t ignore your brand. Instead, so their opinion starts to change the design based
nurture, hone and protect it. on personal taste rather than a reasoning behind it.
Designers need to let the client know the reasoning
Stuart Crawford Inkbot Design behind their design decisions to avoid the design
www.inkbotdesign.com being butchered based on a personal taste.

Julian Palomares-Ramos Director/Senior Digital Designer

www.percevaldesign.co.uk
www.route1print.co.uk 12.
#32. Book & Magazine Design: The #33. Many Designers
Importance Of Solid Style Sheets. Are Too Focused On
Don’t make the mistake of going headlong into the layout of a publication
Following Latest
without designing solid style sheets first.
Design all the page furniture and text styles you think you will need. From
Trends...
these initial designs, create your style sheets. ...or worrying about what other designers are
Only then, start flowing main content in whilst applying the new styles. doing. The best designers are the ones who
This will cut down on potential inconsistencies and make processes are able to make their own style and stay true
quicker in the long-term. to it rather than chasing what is popular.
When producing your next publication you’ll already have done half
the work – jobs will become quicker and so you can concentrate on
Gaz Battersby
fine-tuning your designs.
Founder of www.headofffice.com

Nathan Ryder Freelance Designer

ryderdesign@gmail.com

#34. Certain Fonts Are Overused,

Not Engaging Or Just Plain Ugly!
And it’s the use of these fonts which make for unimaginative work and
show you haven’t put enough thought into your designs.
The worst fonts to use, in my opinion, are probably the ones you’re most
familiar with due to their ubiquity in graphic design: Times New Roman,
Helvetica, Papyrus and Curlz.
Keep away from these fonts to ensure that your design doesn’t jostle for room in
a world already crowded with mediocre typography.

Markus Wilson Graphic Designer

06. www.route1print.co.uk
13. www.markustudio.com
#35. Make Being
A Thoughtful
Communicator Your
Differentiator.
It may sound overly simple, but we often get so swept
up in the creative side of our work that we neglect the
#36. It Is Important To Listen
obvious. Even the most talented designers can overlook
this, thinking that a “good design” will speak for itself—as
To Your Client & Gauge What
long as we deliver on time and it’s a great final product They Need.
we’re doing just fine, right?
Some know exactly what they want while others want
If we want clients to respect that design is a process and we guidance. Some need a result imminently while others are
offer something of greater value, we should take the time to invested in the development process. It can be trying at times
provide detailed rationales for our design decisions and also make to embrace creativity under the direction of a brief, but it’s
the effort to connect with them along the way. This doesn’t mean important to remember that they approached you because
we have to get their constant input (that can be dangerous!), but they liked your portfolio. Always be respectful, but you are
by simply answering their questions with care, acknowledging there to guide, design and inspire.
emails, or letting them know we’re still planning on delivering
a few concepts at the end of the week we set ourselves Jayne Bradd Graphic Designer
apart from fellow creatives who fall silent. Building trust www.Jaynebradd.co.uk
is essential to clients understanding our worth, and with
so many remote work opportunities it’s even more
important to put emphasis on the basics. It really does
make a difference.

Robyn Chell Freelance Graphic Designer

www.robynchell.com

www.route1print.co.uk 14.
#37. Make Sure Your
Proposal Documents
#39. Need A New Idea?
Are Looking Amazing...
Think Opposite.
...while detailing how you are going to
execute the project and why clients should Amy Kilner Freelance Digital & Print Graphic Designer
choose you. How you present yourself can be www.amykilner.co.uk
the key to getting clients to sign up with you
and always try and upsell services they may not
have asked for marked as an additional cost.

Alex Colley Branding & Digital Designer

www.ikon.london

#40. It’s All Too Easy To Go

With The First Decent Idea
That You Think Of...
#38. Make Time For
Personal Projects Every ...always be sure to try out as many different ideas and
variations as you can — you’ll be surprised at what you

Once In A While. can come up with if you push yourself.

I find this is especially true for logos, sketch out as

Use them as an opportunity to work outside
many ideas as you have time for and then work
your comfort.
up the most promising ideas in Illustrator (or
whichever program you use) together with a
Stina Jones Freelance Illustrator & Graphic Designer bunch of variations for each.
www.stinajones.co.uk

Matt Pealing Graphic Designer – Brand / Print / Web

15. www.route1print.co.uk www.mattpealing.co.uk
#41. Try & Resist The #43. Be Brave &
Urge To Jump Straight On Push Boundaries.
To The Computer When During my years in the creative field, one of

Designing Something. the most important things I have learnt is to be

brave and push the boundaries when it comes
to ideas and design. It has been said that there
It’s quicker and more productive to go straight to your is no such thing as a bad idea, and there’s a lot
sketch book first. The beauty of this is that it keeps things of truth in that. Sat in meetings, that blank stack of
nice and loose, and you can create an idea or layout rough paper is sat in the middle of the table and sometimes
within a few seconds. If you are working with a team, this is no-one dares to be the first to suggest an idea. But
also great for discussing your initial thoughts and the direction the thing is, no matter how wild an idea is, it’s a starting
of the design. I sometimes make notes next to my preferred point, and sometimes, just like digging for treasure, you
ideas which can help remind me of my thought process later. have to get lots of rubbish out to get to the good bit.

As a Graphic Designer and Artist, I’ve also experienced both

sides of the coin when it comes developing your skills and
establishing your own style. In art college, we were always

#42. Constantly Check Out taught to develop our own distinct, instantly recognisable style.
Yet in design, I have found the opposite to be true. In design, while

What Other Designers Are companies and individuals will select you to work on their projects
based on your portfolio of past work, what they want is fresh, new

Doing. ideas which are as good if not better than brands they’ve already seen
out there. Be inspired by brands and designers, but don’t just copy or
fall into looking the same as everyone else – break the mould and be the
I find this vastly improves my standard and it’s also a
trendsetter. Great design is often down to versatility; being able to change
good reference point as far as judging the quality of
your style, adapt to requirements and keep up with the current creative
my ideas. Never be satisfied with what you have
market, never allowing your style and work to stagnate. Draw inspiration from
produced and keep pushing yourself, no matter
everywhere you go and everything you do, and never be afraid to strive for your
how small the project.
work to be different.

Mark Narusson Freelance Graphic Designer Alan Pennington Creative Designer

www.marknarusson.com www.bohemiart.co.uk www.route1print.co.uk 16.
#44. Do Your Research. #46. Give The Briefing
Once you have a theme or direction for your Phase Of Your Projects
design, research the hell out of it. Create mood
boards of all the things you find so you have a The Attention It Deserves.
record of it and can share it with clients and co-
workers. This is important for two reasons: 1) Filling Challenge your client. Ensure they’ve fully considered,
your subconscious mind with images and ideas so you and you understand, what they’re looking to achieve
will stimulate your own imagination to come up with from the project. Take time to glean all relevant
new ideas yourself. 2) You will avoid accidentally copying information and thoughts from them before you start
someone else’s concept as two designers can very innocently work. By agreeing on a clear brief you’ll deliver a better
and independently reach the same conclusion. solution, which means you’ll be more likely to meet
(hopefully exceed!) your client’s expectations.
David Pugh Freelance Graphic Designer
www.freelancegraphicdesigner.co.uk Duncan Gilroy Down The Line Design & Marketing
www.downthelinedesign.co.uk

#45. Website Design Is

#47. Sketch Ideas & Don’t Focus
The Presentation Of
On Detail Too Early.
Information.
When asked by a client to design a new logo or modernise an existing
Every time you start a new web project ensure that identity, it is all too easy to go straight to the computer and begin rendering
your first step is getting all the required elements ideas using the available software and fonts installed. This is NOT the way to
in on the PSD. Only when everything is in on be truly creative. By nature of the specific tools at hand, you could potentially
one file can you decide the most user-friendly stifle your creativity due to the limiting resources. Sketch ideas and don’t focus
and the most beautiful way to display all the on detail too early. It’s the only way we work and has created some of the UK’s
information together. most well-known and successful brand identities.

Adam Shabbo Digital Designer Drew Selman Creative Director Lemon Creative
adamshabbo.com www.lemoncreative.co.uk
 #49. The Power
#48. Don’t Be
of Empathy.
Scared To Say No
Find creative ways to understand and resonate on
To A Project! a deeper level with your design clients. Understand
their world. Listen and discover common feelings and
It’s understandable to think that you need to take experiences. When you can genuinely empathise with
on every project that is offered to you. After all, you them, you’ll find that they are much more understanding
want to make money and you never know when your in reciprocation (not to mention easier to work with). Can
next project is coming in. you imagine how your design work will reap the positive
benefits? When clients are easier to deal with, stress has a
However, taking on a project that you already know has much harder time to creep in. And there’s never room for
the potential to be very stressful, with a budget that likely stress...especially in the creative field.
isn’t worth the headache - it all just leads to you wondering
why you even ever chose graphic design as a career.

I started out taking on every little thing I could and quickly

realised something. Around each month a good project would
come along with a good brief, a nice client or a respectable budget,
but I had taken on so much guff-work that I either had to turn it #50. Where Stress Is Absent,
down or deliver less than I’m capable of.
Creativity Thrives.
Don’t fall into this trap. Be confident in waiting for the right
project and fill your time proactively seeking out the right
So, empathise with your clients. Understand where they
projects. Sure, if you desperately need to pay the rent it’s
are coming from. You’ll be amazed how many more
OK take on the odd guff client project (we all have to).
design clients you’ll win (and keep) as a result.
Focus on putting out work that you are proud of simply
by saying NO! a lot more.
Kyle Courtright
Graphic Designer| Courtright Design
Lee Mason Freelance Brand Designer Founder / Judge | Logo Wave International
www.leemasondesign.com

www.route1print.co.uk 18.
 We’re passionate about print. Helping resellers grow by
providing high quality, low cost print is what we’re good at.

As the UK’s fastest growing trade printer we see

ourselves as partners with our clients, with reseller
tools, white label packing and an order process that
makes your life easier. In return, our growing customer
base has given us a 9 out of 10 score on Trustpilot.

We dispatch around 4,000 jobs every day from our 100,000

square foot production hub in South Yorkshire.
Printed on GMG colour-managed presses and following
ISO certified production processes, which utalise the
very latest machinery no more than 3 years old.

Come find out how we can help you grow today.

Tel: 0114-294-5026 | WEB: www.route1print.co.uk