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30. Let The Type Speak
We’ve spoken about the power of type a few times now, but let’s discuss it one more time. This point parallels the last—a strong piece of copy doesn’t need to be accompanied by imagery.
This design by Seagram uses simple typography, strong copywriting and a sharp palette to make an impactful and plain as day message that doesn’t require any added graphics or imagery to enhance its message.
Relating this topic to minimalism once again, ask yourself what is crucial to your design and what is not, and cut down on any elements that are just weighing it down. While some of the graphics, or borders, or frilly typefaces may look good, ask if they are contributing to the understanding, or worse—taking away from that understanding.
Author William Faulkner once famously said “Kill your darlings”, meaning that while you might be attached to a certain element of your work, if it’s not serving a proper purpose, or it’s weighing down the message, cut it out. Easy in theory, difficult in practice, but effective at the end of the day.
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