Great graphic design should ‘communicate, not decorate’. What that means, is that the elements on the page should each say something about your brand, about navigating your page or about your industry. Brilliant graphic design isn’t about flourishes and random lines that are there just for show – everything should have a purpose and should be there to help inform and instruct the viewer.

If your graphic design is for advertising purposes, then its objective is also to persuade. This is why graphic design requires a good understanding of psychology – what is it that will best attract attention? What do you need to include to stir a viewer’s emotion? Moreover, what do you have to do to get them to click on your adverts?

Good design is thoughtful too. That means that it should understand and speak to the nature of your business and to your target audience/industry. Your graphic designers should understand your business and what you’re about and should be able to express that with their great design. When you design a logo, your design company should be able to avoid clichés while perfectly expressing what it is your business does and your ethos. What’s more it should be practical so that you can use it in a range of scenarios and so it’s easy to reproduce.

At the same time, great graphic design should also be crisp, high definition and flawless. When it comes to graphic design, the devil really is in the details. In other words, while you might not notice a single pixel out of place – on an unconscious level it does stand out and it ultimately undermines the apparent quality of the site or advert you’re looking at. This is why you need to use a professional company that will work to industry standards using the best software and the best tools to create crisp and professional images.