Gradient and Shadow effects: How and when to use?

Gradients and shadows can be something that will highlight your brand or put it away, so, be careful and let’s talk about how you can use it right!

Back in the 90’s, effects like gradients and shadows were something unique, fun, different and very common. But, after Google had introduced their ‘Material design’ and then Windows had their ‘Metro” look in 2014 everything started to change . New era for the design, clean, solid colors, no shades, no gradients, no shadows, no effects. Starting a new style, and of course, just turned into a new trend (thank you Google for that).

3 principles for typefaces – are you using it right?

Type is one of the most important pieces of a design. Is the basic building, is here where your potential client will read about your business and reach you. But are you using it right? Or your designer is using it, right? Well, let’s learn a little more about the difference and how important it is, ready?

There are 3 principles for typefaces, and is really easy to identify but be very careful or instead of a nice design, you will confuse your potential client.

1- Concordance: This one is when is used in design all font from the same family, like Arial font, you can use some words in bold, italic, etc… But it will be the same font family, so for this principle make sure you are picking a superfamily type, so you can have multiple variations. Concordance is the easiest one to do, but don’t mean that your design is poor, if you choose a good font and know how to turn it interesting to the client’s eyes there’s no way to go wrong with the concordance. Let’s see an example?

  Do you know the difference between a Bitmap image and a vector file?

Vector files and bitmap images are very different and many people still have doubts about how exactly it works. So, my job here is to teach you about the differences and get rid of those doubts once and for all.

Bitmap (or raster) images are stored as a series of dots called pixels. Each pixel is a tiny square that is assigned a color, with all these pixels together we get a complete image. When we zoom in in a bitmap image we can perfectly see the individual pixels. So, the problem here is: every data of the image is already closed, we already have a color, format, DPI, arrangements, etc… So you can’t edit so easy, let’s’ say you have a JPG/PNG image with 20x20cm and need to apply in a outdoor with 900x300cm, once you try to enlarge your logo everything will blur. In this case, you will definitely needs a vector file. Or if you just need to remove elements, or change colors of your JPG/PNG image? You will need to use photoshop and besides all the work still will not be 100%.

Do you know the difference between Logo, Isotype, Imagotype and Isologo?

Very often we heard “logo” to describe a brand, but did you know that there is a difference between the brands Mcdonald’s, Google, Puma, and Burger King? And they aren’t all logos, the difference is not only about the style but how was build too. Every brand needs to be built following the basic: the client Brief. With a complete brief in hands, we can decide which one is the best for the client a Logo, Isotype, Imagotype or Isologo for the branding/product/service. Also impacts on the company image, how the brand will be applied and the purpose. So that is why is very important to understand what kind of brand do you have or you need.

Do you know the difference between JPG and PNG?

There’s a lot of types of files out there, and JPG and PNG are the most common. In the first sign looks the same, but gets a little confused because have a lot of differences between this two.

“But, if I’m hiring someone to do some design for me they should know and send to me the right file, right?” you ask. Let’s say you order a banner to be posted on Facebook and the same banner will be print, so the designer should send to you two types of files: PNG and JPG, which one goes to Facebook and which one will you send to the print shop? Or if you hire someone to do a logo and you just got a JPG? Will you know it is right or not? That’s why we need to know: what is, when to use it, how to use it, what is not good, and CMY or RGB. So are you ready?