Designing for the sake of winning awards is not the best way to express creativity, but itโs good to understand the mindset of competitions. By thinking outside of the box and incorporating some new philosophies you can give yourself the best leg up. Earning awards is validating, and proves to your clients theyโre in good hands.
As the Principal & Creative Director atย Matcha Design, I can speak to some of the common elements that have yielded aย consistent history of accolades and recognition.
Award-winning designs all have an obvious feature in commonโฆ they are chosen by jury members. Being a jury member myself, I can attest to specific attributes that make any piece of media a contender.
Itโs emotion. Grabbing the viewerโs attention at an emotional level is key. This doesnโt always mean you have to be different for the sake of it though. Busy designs can be unappealing or cumbersome, and too simple of a design can be boring. The pieces that pop are always the result of a designer with perfected skills.
When an artist or designer pays attention and puts an effort into his or her work, you can see it in the details. The message communicates to the audience with the right tone, style, and content.
In other words, the design itself canโt be the only thing thatโs judged. The application of the content has to be on-point as well. Imitation or replication alone will never win awards. Thatโs because veteran jurors will identify any copy-cats. They might also dismiss techniques theyโve seen many times before.
Forcing your content and message into a pre-existing design wonโt tell your story effectively. Winning pieces always use design theory to build a story. It describes the brand by leveraging as much empathy and emotion as possible.
Design is a tool that carries a message to your audience. That was our philosophy when working on the Defending Dignity project. Both the website and the logo were recognized in the same awards competition. The brand and story won over the jury’s heart and mindโฆ not the design alone.
That means the design was frictionless. It portrayedย Defending Dignityย with the appropriate tone and style. The audience (or jurors in this case) immediatelyย understood the emotional weight.
What Award-Winning Logos Have in Common
I look for logos that overcome a challenge. Itโs difficult to incorporate intricate text within a design. That said, fantastic logos with lengthy phrases exist. One of the hardest things weโve done is crafted a logo with multiple languages. Our work onย Gemini Claims & Management Services, Ltdย earned awards for brand identity.
Text and iconography in a logo design should be witty, fluid, and original. Every action needs to mean something and designed to work with the brand in question. If it isnโt doing double-duty then the aesthetics are all-for-nothing.
Award-winning logos often tell two stories. The history and message behind the brand it represents. And the struggle meeting the needs or requirements of the client.
This can be from language gaps, cultural barriers, or even visual balance. There will always be specific constraints the client has for the finished design.
Exceptional Print Design Requires Balance
For printed materials, your primary goal is to attract and keep the reader’s attention. A clean and clutter-free layout will go a long way toward achieving it. Combine that with some great images and fluff-free copywriting and youโll be on your way to the winnerโs circle.
For theย Complete Energy Solutionsย brochure, we presented a lot of technical information. To reduce friction we paid particular attention to guide the readerโs journey. Imagine the user experience as they thumb through the brochure. Ask what would make them flip to the next panel. Question what content would work best there. What information would be most helpful? How can the brochure mirror the buyerโs journey should they become a customer?
Thereโs a physical connection with the reader. So tying in traditional marketing theory is useful as you design for print. Take your time, and plan methodically. Donโt forget about the importance of branding. Ensure that your design makes strong emotional connections.
What Makes an Award-Winning Website?
Clear messaging and responsiveness are at the forefront of great website design. Regardless of any accouterments, the speed and UX need to be flawless. High-resolution photos and imagery should set the right mood, and the copy should match in tone.
Any special enhancements; like unique features, animation, videos, or color can enhance branding. Mobile friendly and flexible designs are integral to a functional website.
When building an experience from the ground up, think of the user. Work to create a phenomenal product that is best for them. Award-winning designs arenโt made with competitions in mind. But are instead focused on the audience and the value.
Do Whatโs Best For Your Clients
I wouldnโt ever recommend you make a design for the sake of winning an award. Many agencies do so, in hopes of generating buzz. It might work too. However, flukes or one-hit wonders donโt fit the mold of award-winning designersโ those valuable aspects canโt be learned or recreated.
The best evidence of an award-winning designer are results. Consistently earning awards and accolades year after year. Design styles are unique. We have different experiences, and alternate ideas on what might be best. By having the ย mindset of whatโs best for our clientsย and their projects, we can all be consistent.
Always design with passion, an ethical mind, and never stop putting your best foot forward.
Remember, you canโt win awards if you donโt submit your work to competitions! Donโt sell yourself short, or limit your submissions to small or local showcases (which can often be based on networking rather than merit).
Search for large competitions and set yourself against the giants of your industry. Keep a positive attitude and continue to hone your skills. I donโt have a doubt youโll soon be validated as an award-winning designer.
Chris Lo is theย founder and creative directorย of Matcha Design.
