Design Blitz

The importance of design

Design elements are critical to a successful campaign. Colors, images and text all bring the piece together to convey an organization’s message. These elements may seem simple, but once you understand how they can connect with people and relay messages of their own, you learn how to use them to your advantage.

Color, typography and symbols

What do these terms mean? It’s actually quite simple.

• Color – provides emphasis and impacts readers, some color combinations can convey messages better, research shows that color makes publications more effective (Kast, 2026)
• Typography – The art and technique of arranging type to make written language legible, readable and appealing when displayed (Kast, 2026)
• Metaphors/symbols – logos, simple yet dramatic communication, create excitement without bias, informative, a universal language, aesthetically or emotionally appealing (Kast, 2026)

These elements combined can create a positive or negative impact on viewers depending on how they’re used.

Image by Maggie Smith

Design and impact

This design of the Stanley cup above is called “Pool”. Stanley chose this name because it released during the summer and has a color combination of light and dark blue.

AJ Willingham from CNN says that the combination of “candy-like” colors, limited edition designs and consistent innovation is what drives customers, primarily women, to purchase these cups. The “pool” cup, much like other Stanley cups, tell a story. It helps showcase your personality or maybe the season of life you’re in.

The Holly Berry Gloss Stanley cup design is a great example of how colors, typography and symbols all work together. Stanley’s description of this cup is:

“Time to hang the tinsel, cue the lights and pick out perfect gifts for friends, family, and friends who are family. Celebrate everyone with new sips in deep hues with woodgrains, patterns, and glimmering accents. Just like the people, stories, mayhem and laughter of the holidays, they’re all keepers.”

It’s easy to tell that this is a cup sold during the holiday season. The red and gold colors tell a story of the holiday season but also sophistication. The logo is prominently displayed on the side where it is easy to see but also flows seamlessly with the design. Additionally, the logo itself and the fonts used create something easy to read and highly recognizable.

Image by Maggie Smith

The image above is another great example of typography and colors. This is the cover of a campus map for the University of Oklahoma. The university has a brand guide to ensure all colors used represent them well and are cohesive. The color used in the logo is called “Oklahoma Crimson”.

Notice the font and capitalization. The university uses this font for other campuses as well making it highly recognizable and easy to read. The words “campus map” are in a different font. This is because viewers may skip over the logo if they are familiar with it, so designers need to draw their attention to the next important thing. In this case, that is the information of the pamphlet being a campus map. Once again, this font is easy to read.

Form/function/message

• Form – the look and overall feel of the page, how all the elements work together (Kast, 2026)
• Function – the purpose of the piece whether that is to inform, sell, impress or entertain (Kast, 2026)
• Message – what you communicate to your audience (Kast, 2026)

Image by Maggie Smith

This image hangs in Headington Hall on OU’s campus. It is displaying the “masterful” value of the M.A.G.I.C values that OU Athletics abides by. The form, function and message of this piece are important. The background of this piece is showcasing a gymnast for OU. Instead of the gymnast remaining in color and posing for the picture, the designer chose a candid moment with power and energy. The word “masterful” is in big, bold letters making it the most eye-catching part of the piece. The words below it showcase ways students, staff and athletes can be masterful. Additionally, at the bottom it shows each value with the one we’re focusing on highlighted. This shows there’s more to see.

Form, function and message are all a big part of this piece and beautifully done. Looking back, typography and color also make the form, function and message more prominent.

Overall, these design elements along with balance, rhythm, proportion, dominance and unity make each design piece what it is. These elements can be done well alone, but for the design to be memorable and impactful, they must work well together.

Resources:

Willingham, A. (2024, January 11). Why people are so obsessed with those colorful Stanley Cups. CNN. https://www.cnn.com/2024/01/10/style/stanley-cup-craze-explained-cec#:~:text=’”,$750%20million%20in%202023%20alone. 

The Cheers & Cheer Quencher protour flip straw tumbler: 30 oz. Stanley 1913. (n.d.). https://www.stanley1913.com/products/the-cheers-cheer-quencher-protour-flip-straw-tumbler-30-oz 

Logos and Wordmarks. The University of Oklahoma. (n.d.). https://www.ou.edu/brand/logos-and-wordmarks