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The importance of designing with empathy

20 August 2023 by tadgraphics

Have you ever come across a product, service, or advertising material that seemed like it just “gets” you? That intuitive understanding is no accident – it’s the result of designing with empathy. In this blog, we’re going to peel back the curtain on empathetic design.

We’ll dive into the rules, best approach, key features, and most importantly, why it should be prioritised in every design project. Come along as we journey through the transformative power of empathy in creating designs that truly resonate with users.

What is the empathetic approach to design?

The empathetic approach to design integrates the four empathy rules and takes a step further. It involves active listening, user testing, and an iterative design process. This approach aims to comprehend the user’s motivations, desires, and challenges thoroughly.

This understanding is then skillfully transformed into tangible design elements. It goes beyond being just a rule, becoming a culture and philosophy with empathy at the heart of the design process.

Why is empathy important in design?

Designing with empathy is critical as it places the user at the centre of the design process. It introduces a human touch to design, making certain that the products and services cater to real needs and solve genuine problems.

This fosters a connection between the user and the design, making the user feel understood and appreciated.

What are the four rules of empathy?

Understanding the concept of designing with empathy begins by exploring its foundational rules:

Seeing things from the user’s perspective, stepping into their shoes to gain a comprehensive understanding of their experiences
Communicating understanding to ensure the user feels acknowledged and valued, facilitating a deeper connection
Encouraging non-judgmental curiosity to accept diverse perspectives and unique ideas, fostering an environment of open-mindedness
Empowering users through design to enhance their autonomy and engagement, establishing a profound connection with them

What is a key feature of empathy in design?

The cornerstone of designing with empathy is a profound focus on the end user. Each decision made, from selecting colour schemes to arranging the interface layout, should be guided by a comprehensive understanding of the user.

This approach ensures that solutions are tailored to the user’s context, culture, and experiences, providing a seamless and intuitive user experience.

How do you design with empathy?

Designing with empathy is a multi-faceted process that involves several key steps.

User research

The initial step involves engaging directly with users to understand their behaviour, motivations, and challenges. Techniques might include interviews, surveys, or observational studies. This research forms the foundation for understanding the user’s needs and expectations, ensuring that the design process is grounded in genuine user insight.

Persona development

Based on user research, designers create personas—hypothetical profiles of typical users. These personas encompass demographic information, motivations, pain points, and behaviour patterns. Designing with empathy involves continually referring back to these personas throughout the design process.

Empathy mapping

This is a visualisation tool used to articulate what we know about the user. It involves identifying what the user is seeing, thinking, feeling, and doing. Empathy maps provide a deeper dive into the user’s world, allowing designers to understand the emotional landscape they are designing for.

User journey mapping

This involves creating a timeline of all touchpoints between a user and the product, taking note of the user’s emotions, pain points, and moments of delight at each stage. It helps designers identify opportunities for improvement in the user experience.

Iterative design

Whether it’s tweaking a logo’s design, adjusting the colour scheme of a brochure, or repositioning elements on a webpage, iterative design is all about optimisation and enhancement according to testing and feedback. This process enables designers to create visuals that not only resonate more effectively with the audience but also provide a more satisfying user experience.

Inclusion and accessibility

A truly empathetic design is inclusive and accessible. It considers the full range of human diversity with respect to ability, language, culture, gender, age, and other forms of human difference.

Turning your vision into a reality with TAD Graphics

Designing with empathy ensures that the final product is not just aesthetically pleasing but also functional, intuitive, and inclusive. It guarantees that the design solutions meet real needs and solve genuine problems. Through this approach, we can create products that truly resonate with users, foster user satisfaction, and ultimately, drive engagement and loyalty.

Since 2005, TAD Graphics has been successfully translating the ethos of designing with empathy into practical, engaging, and user-centred designs. Our team of creative visionaries, based in Perth, blends specialist skills and artistic flair to create effective, tailor-made design solutions. Contact us today, and let’s turn your vision into impactful designs.

Waterfall images and Feng Shui: Unleashing prosperity and serenity

2 July 2023 by tadgraphics

Lesmurdie Cascades in full flow, winter 2023

In the modern world, we are constantly seeking ways to invite positive energy and tranquillity into our lives. One such way is through the ancient art of Feng Shui. In this post, we will explore the powerful role of waterfalls in Feng Shui, and how they can transform your home into a haven of prosperity and serenity.

Waterfalls in Feng Shui: More than just an element

In Feng Shui, water is not just a simple element. It symbolises wealth and the continuous flow of opportunities. Waterfalls, with their unending, powerful flow, serve as the perfect metaphor for the never-ending flow of universal abundance. By strategically placing images of waterfalls in your home, you can tap into this natural energy and invite more prosperity into your life.

Placement matters: Inviting wealth into your home

The positioning of these waterfall images is as crucial as the images themselves. Feng Shui principles suggest that waterfalls should be placed on the same wall as the front entrance. This placement ensures that it appears as if the water – and thus, the wealth – is flowing into the home, rather than out of it, fostering a feeling of abundance and attracting positive energy into your household.

The tranquillity brought by waterfalls in Feng Shui

In Feng Shui, waterfalls not only hold a financial significance but also bring a sense of tranquillity and peace. The calming image of a waterfall, with its soothing sounds and majestic appearance, can create a serene atmosphere in your home. This tranquillity can help reduce stress, boost mood, and even foster creativity.

Serene Hopetoun Falls. In Feng Shui, waterfalls not only hold a financial significance but also bring a sense of tranquillity and peace.

Waterfalls in Feng Shui: How to optimise your home

Waterfall images serve as a bridge between the outdoor natural world and our indoor living spaces. This connection can help us feel more grounded and at peace, promoting overall well-being. Here are some quick tips to incorporate waterfalls into your home decor according to Feng Shui:

The waterfall image should evoke feelings of serenity and abundance. Look for images with vibrant colours and dynamic movement that capture the power and grace of waterfalls
The size of the image should be proportionate to the space it is going into. A large wall would benefit from a larger image, while a smaller space might require a more compact image
Choose a frame that complements the image and your home decor. A well-chosen frame not only protects the image but also enhances its visual appeal
Good lighting can make a significant difference in how your waterfall image is perceived. Make sure the image is well-lit so that all its beautiful details can be appreciated
Dust and dirt can disrupt the flow of positive energy. Ensure your waterfall image is kept clean and dust-free.

Embrace waterfalls in your home

I hope you’ve enjoyed this exploration of waterfalls in Feng Sui. Now, it’s time to transform your home into a sanctuary of prosperity and tranquillity. At Tse Yin Chang Photography, I offer an exquisite collection of waterfall photographs that are not just visually stunning but also carry the essence of Feng Shui principles.

All of my artwork is available in a range of sizes and materials to ensure you can customise it to your preferences. If you have any questions, feel free to contact me.

The power of negative space: how embracing the empty can enhance your design

23 May 2023 by tadgraphics

In the world of graphic design, negative space, or white space as it’s otherwise known, holds a remarkable influence over the effectiveness and impact of a design. Although it may seem counterintuitive, strategically incorporating negative space, can result in visually appealing and impactful designs.

If you’re unsure of how to use negative space in design or why – come with us as we explore the impact it can have on your brand and how you can use it to your advantage.

Understanding negative space

Negative space plays a crucial role in design as it allows the viewer’s eyes to rest, creating a harmonious balance between the various elements. It helps define the boundaries of objects and enhances their visibility. By learning how to use negative space in design effectively, you have the power to evoke emotions, guide the viewer’s attention, and communicate the intended message clearly.

How to use negative space in design

Let’s take a deep dive into the role negative space can play in your imagery.

It highlights the main subject

One of the key aspects of design is knowing how to use negative space effectively. By strategically incorporating empty areas around the main subject, designers can draw attention to it and make it the focal point of the design. This technique enhances the visual impact and communicates the intended message clearly.

It can improve readability

When it comes to text-heavy designs, negative space plays a significant role in enhancing readability. By giving each element, such as typography or imagery sufficient breathing room, designers can improve legibility and comprehension. Properly utilising negative space ensures that the text is easily readable and the message is conveyed effortlessly.

It creates visual balance

Achieving visual balance is crucial in design, and negative space plays a vital role in it. By strategically distributing elements and incorporating empty areas, designers can prevent a design from feeling crowded or overwhelming. Negative space allows the elements to interact harmoniously and creates a visually balanced composition.

It can evoke an emotional response

Understanding how to use negative space in design can evoke specific emotions in the viewer. By intentionally utilising empty space, designers can manipulate perception and create a desired atmosphere.

Whether it’s a minimalist design with ample negative space evoking sophistication or contrasting positive and negative spaces creating energy, utilising negative space effectively allows for powerful emotional responses.

At TAD Graphics, we know how to use negative space in design – and so much more

Whether you’re seeking a captivating website or eye-catching promotional artwork, our comprehensive range of affordable creative solutions and tailored skills are designed to set you apart from the competition.

Since establishing our place on the market in 2005, TAD Graphics has been a vibrant, multi-disciplinary advertising, communications, creative, and digital agency. We take pride in delivering cost-effective graphic and web design solutions for businesses of all sizes – and, yes, we know how to use negative space in design.

Our dynamic team of visionaries is based in our Perth offices and is passionate, attentive, and endlessly creative. We combine our wealth of specialist skills and artistic flair to achieve second-to-none results for your brand.

Contact our friendly team today, and let us show you the difference our creative expertise can make for your business. Together, we can turn your vision into a reality.

The 6 styles of animated videos and when to use them

21 September 2022 by tadgraphics

Animation is the process of making flat images come alive through the idea of movement. It is a broad concept and includes everything from a one-second GIF to a full-length feature film.

The history of animation extends far beyond animated kids’ movies. The first recorded animator was Pygmalion from Greek and Roman mythology, responsible for creating a figure of the perfect woman whom he begged Venus to bring to life. Animation is known for its mystical and whimsical aesthetic, which aligns its connection to childhood themes. Like folktales, animation can explore emotions and stories in a unique way compared with human actor productions.

While blockbuster movies made using 3D animation align with our conceptual understanding of animation, there are many distinct types. Today, businesses and individuals are using animation to educate, inform, persuade and challenge society through advertising, editorial and informational videos. While the highest quality 3D animation video is usually associated with Pixar films or big brands with extensive marketing budgets, animation is now more readily accessible through the proliferation of software, and the upskilling of professional animators.

Creating an animated video can be fun and engaging for potential customers, or as a project to show your skill. Animation is a compelling way to tell a story, creating a narrative which draws in viewers.

The six types of animation

2D animation

2D animation is flat and driven by graphics or imagery. Traditionally it is called ‘hand-drawn animation’ – a classic representation where the animator captures drawings frame-by-frame in a flat, two-dimensional space, which combines motion with flat or static graphics to create movement.

2D animation is best for conveying complex ideas and concepts, such as B2B marketing content, in which it can simplify communication concepts, taking the content beyond text, but limiting the expense of 3D animation. In 2D animation, there are many ways to use graphics such as photos, illustrations and PowerPoint decks.

Explainer videos often use whiteboard animation for showing customers how to use their website or products. Whiteboard animation is an accessible way to introduce animation into your business, through low-cost tools you can use yourself or by hiring a professional. Creating a video that looks like a whiteboard is a fantastic way to highlight your products or services.

3D animation

3D animation is sometimes known as computer-generated imagery (CGI) which we know from our favourite animated movies and TV shows. There are five sub-categories:

Isometric or axonometric – meaning 3D but without perspective, is common in technical illustrations as they are clear, simple, and quick. Best for adding detail to interconnected objects or within considerable environments.
Conceptual – useful for abstract products or environments. Best for developing a visually stunning showcase of product, process, or service.
Photorealistic – an artistic interpretation of an object or environment, life-like in quality. Best for showing human anatomy, space, or underground layers the naked human eye cannot see.
Low poly – minimum number of details or a small number of polygons to express the shape of an object. Best for inexpensive projects where speed is crucial.
Looping graphics – animation endlessly replays through joined sequences. Best for bringing an image to life, concepts, time, or humour.

Stop-motion animation

Stop-motion animation is a popular form of animation as it employs similar techniques to traditional animation by joining images through small movements. This type of animation uses real objects, such as characters made from clay, paper or other materials including Lego or puppets. Capturing images one frame at a time, stop-motion animation tends to feel quirky and unusual and allows a significant depth of imagination. It is a tangible form of animation which gives creators a physical object to manipulate within a story.

Motion graphics animation

Motion graphics are varied, as they may use 2D or 3D animation, and typically animate text, logos or video clips. This type of animation is all digital, creating an engaging video through a sense of motion. Motion graphics are popular for explainer videos through their minimal and conceptual style and feature in commercial advertising on TV, news and sports segments and film title sequences.

Kinetic text animation

Animating quotes or text central to the video’s message often employs kinetic text animation. In this type of animation, components of the text interact to encourage the viewer to watch and act. Kinetic text animation works well for strong copywriting and less serious messages.

Augmented reality animation

Augmented Reality (AR) animation is a more recent form of creating alternative ways to interact with content. Similarly, to CGI, AR animation duplicates an object within the viewer’s actual surroundings. This type of animation is best known in video games or experiences including Pokémon GO.

How do 2D and 3D animation compare to each other?

2D animators typically have exceptional skills in drawing and illustration as their imagery is crucial to creating the sense of movement in the animation. 3D animators have stronger technology skills, necessary for understanding how to animate a character or scene. Both 2D and 3D animators need to understand how to create a powerful story. In 3D animation, characters rotate vertically and horizontally, thus requiring greater development of the character’s design, as opposed to a 2D character seen from one direction only.

Let’s chat

Whether you require a 2D or 3D animated video created for web, online learning or marketing we are here to help. Find out more about our web design and digital media services or contact us.

Why you should trust a professional for creating your logo?

28 March 2022 by tadgraphics

When you hear Mcdonald’s, what image comes to mind? Is it the yellow or gold uppercase “M” with the words McDonald’s written across it? Now, that’s the power of a logo. This is why big brands spend millions of dollars to design one. Having a good logo is a part of branding. It’s what makes people remember your business. After all, it is the first thing that customers see, and it can make or break a company’s image.

For start-ups or SMEs, it is easy to make the mistake of having an amateur do their logo. After all, hiring an amateur (or even doing the logo themselves) can cut back the cost. But if you want a professional-looking logo, you should hire a professional graphic designer to do it.

But first, we should address this question.

What is a professional logo?

A logo is a professional symbol that represents a business or brand. It is an essential part of a company’s branding and marketing efforts. This helps customers identify the business and its products or services.

A graphic designer or branding agency can create a professional logo that is unique and memorable to promote a company. But a logo made by an amateur is typically created by someone who is not a professional designer. An amateur logo may be adequate for some businesses. But it is not as effective as a professional one in promoting the company and its products or services.

Anyone can design a simple logo. But if you want your company to be taken seriously, you need a logo that meets the standards. Otherwise, you risk looking amateur-ish or, even worse, confused. This is because a professional logo is designed by a designer who obeys fundamental design principles. They also consider the brand identity the business is aiming for. For instance, minor elements such as shape must align with the brand identity a brand is gunning for. Hence, the shape and color used on a logo go a long way in determining the customers’ perception of the brand.

A professional logo will also give your business a competitive edge, which will help get your business out there.

Features of a professional logo

Here are some of the features of a professional logo.

1. Timeless

A professional logo is timeless and never goes out of style. If you have a logo done by a professional, you won’t worry about following the trend or changing your logo every once in a while. It’s because your logo will already speak for your brand. Once you hire a professional graphic designer, they will provide you with a design that you can use for a long time.

2. Simple and memorable

A professional logo is simple and easy to remember. It should be unique enough to stand out, but not so complex that it’s difficult to recall. A graphic designer who has worked with different clients for years knows what can hook your potential customers. Having a professionally done logo ensures that it will be memorable, but straightforward to everyone.

3. Scalable

A professional logo can be scaled up or down without losing its quality. This is important because you’ll need to use your logo for different contexts, products, and marketing materials. This ensures that the logo looks good on any medium, from a small business card to a giant billboard. Additionally, a scalable logo can be used for print and digital media, which is essential in today’s world where so many people use traditional and electronic formats.

4. Reflective of the company’s values

A professional logo is something that the company can be proud of and stand behind. So, a professional graphic designer must grasp the organisation’s aspirations, mission, and values before designing a logo. Otherwise, the design will be just another combination of lines and colors, with no bearing on the organisation. It should also convey the brand concept from the very first glance.

5. Visually appealing

For people to remember a logo, it must be visually appealing. So, you must avoid cluttered designs or too many colors as this can make the logo difficult to understand. It’s also essential to use colors that work together and complement each other. But this is one of the problems you will face if an amateur makes your logo.

Hiring a professional graphic designer will ensure that your logo looks pleasing. As a result, you can rest assured that your logo looks good and will attract more customers.

6. Emotionally triggering

A good logo should evoke some emotion in the viewer. Whether it’s happiness, trust or excitement, a positive emotion will make people more likely to do business with you. Likewise, a professional logo should leave a positive impression on potential customers. A good logo can help make a business successful and a bad logo can sink a company. That’s why it’s important to put thought into your logo and make sure it’s the best.

A professional designer knows how to make emotionally triggering logos, which is something amateurs would struggle to do. With their years of experience in the industry, you will get a logo that will evoke emotion in anyone who sees it.

7. Versatile

A professional logo can be used in various ways and on different platforms. It should look just as good on a website as it does on a business card or billboard. A professional logo should also be simple enough to reproduce in various sizes. When a logo is too complicated, it often has to be simplified when printed on smaller items like business cards or flyers. This can make the logo lose its original impact.

A professional graphic designer knows this problem. Hence, they will be able to make a versatile logo design that can be used on any platform without losing its original impact.

8. Unique

The logo should also be unique to the company and not copied from other top-rated businesses, or else it would not be legally protected due to plagiarism. Hiring a professional graphic designer will ensure that your logo is unique and not copied from somewhere else.

Why do you need a professional logo?

A logo plays a huge role in dictating brand perception. Get it wrong and your business will come crashing down. So, what are the benefits of a professional logo? Here are some.

You have just one chance to impress

Your logo is often the first thing people will see when encountering your brand. For most customers, their decision to do or not do business with you depends on it. Besides, they decide whether you are reliable enough to do business within a third of a second.

If your logo doesn’t impress customers and fails to project professionalism within that period, you will lose business opportunities. Hence, having a professional logo will help bring more business opportunities.

Whether it’s on your website, social media profile or business card, you want to ensure that your logo gives off the right impression. So, your logo must have the correct fonts, colors and elements. Hiring a professional designer will help lessen your worries about this matter.

Builds credibility

Having a professional logo also builds credibility. Customers know an untrustworthy brand by simply looking at its logo. When people see that you have taken the time and effort to create a professional looking logo, they will be more likely to trust you and do business with you.

This can be an essential factor when competing against other businesses. Having a professional logo shows that you’re willing to put in the extra effort to make your company look good. It will also give you an advantage against your competitors.

Creates brand recognition

One of the main benefits of having a professional logo is that it can create brand recognition. As people see your logo more and more, they will remember your brand and what you stand for. This can be highly beneficial in terms of marketing and reaching new customers. It’s an excellent strategy for remaining relevant in your customers’ minds until they finally decide to patronise you.

Hiring a professional designer to do your logo will ensure that your logo has a unique design that will make it remarkable.

Professional logos are unique

Nod your head if you’ve come across template-heavy graphic design tools. You probably have heard that they’re cheaper than professional graphic designers. They may come cheap and make graphic design more accessible, but as you know, cheap does not equate to quality.

Such tools can never replicate the strategy, creativity and quality you will get from hiring a professional graphic designer. Furthermore, you can’t claim ownership of any logo designed with such templates. So, it’s better to spend on a professional graphic designer who will do the work they are meant to do. You can also claim ownership of the logo after it’s done.

Ultra-targeted

There’s a familiar maxim in marketing: if you’re selling to everyone, you’re selling to no one. It’s the same thing about a professional logo.

Professional logos are a product of in-depth research into the prospective audience that the organisation seeks to resonate with. So, your organisation should attract your ideal audience. These are the people who are more likely to become your customers and even lifetime ambassadors.

Adaptable to various media

For a business in the 21st century, you must be active on different social media platforms and traditional media. Traditional outlets, such as print and television, printers, and creative agencies, are strict about file formats, layouts and colors when submitting logos.

To adhere to these rules, you can either create an alternate version of your logo every time or you can invest in a responsive, adaptable professional logo that you can use across various mediums without distorting its resolution.

The first solution makes you look unprofessional, but the second solution depicts professionalism that will benefit your business.

The bottom line

Professional logos are a must have for any business. Every customer expects to see it and it goes a long way in determining the success of your business. In most cases, it’s what your customers will remember you for. If your logo is unique, visually pleasing and memorable, it will live in their minds rent-free!

Although it costs a lot in the short term, investing in a professional logo is a worthwhile decision and will reap returns in the long run.

Let’s chat

We work with clients of all sizes, from small business owners to not-for-profit organisations. No job is too small! Take a look at some of the logos we’ve created for our clients.

If you would like to know more about our branding, graphic or web design services, please do not hesitate to contact us. We are more than willing to help you.

Celebrating 10 years of MERC

4 January 2021 by tadgraphics

Over the weekend of 28 and 29 November 2020, I attended the annual Mining Emergency Response Competition (MERC) in Langley Park, Perth. Now in its 10th year, the event hosts teams from across Western Australia, as they complete challenges inspired by real life emergency situations.

Synergy Muja Power Station at confined space

It’s an action packed weekend, and once again I was asked to photograph the event. It’s something I’ve been doing for ten years now. And I always enjoy the opportunity to put my event photography skills to good use.

MERC is a not-for-profit event that provides world class emergency rescue training and skill building opportunities for volunteer mines rescue teams. Over the course of two days, they compete in a range of realistic scenarios covering all emergency response disciplines; road crash rescue, hazardous material response, vertical rescue, fire fighting, confined space, emergency team readiness and first aid.

As most of you know, I mainly photograph landscapes and the natural world. But I also have quite a bit of experience when it comes to photographing events, mainly through my day job.

I’ve chosen a selection of my favourite photographs from this year’s event. Please don’t hesitate to get in touch if you’re in need of a photographer to capture the highlights of your next event.

Take a look at our portfolio to see some of our promotional and other photography.