Welcome to Part 2 of our Moderation 101 blog series!
In this blog post we’ll go over some of the different elements that we keep in mind when evaluating a design in moderation. Usually these concepts won’t be front of mind when we’re moderating; if a design looks balanced and cohesive, we don’t usually question it. However, if something looks slightly off, we will spend some time trying to pinpoint what part of the design is visually throwing us off so we can remain as objective as possible.
It is worth noting that all the concepts we’re covering below are not absolute. These are elements we consider when we’re trying to explain why a design doesn’t look quite right. They are definitely not the only design elements that play a part in the composition of a design. And, like all rules, sometimes they need to be broken. We have lots of bestsellers on the site that break these rules, but more often than not, they break the rules intentionally and are part of what makes the design effective. However, if a design doesn’t look quite right and it’s not obvious that it’s intentional, it’s not likely to get through the moderation process and into the catalogue.
1.) Line & Shape
These are the building blocks of any creation. The way you handle linework and shape can completely change how your piece comes across. Keeping your linework consistent throughout—whether you’re going for quick, sketchy strokes or bold, solid lines—really matters. It helps tie everything together. The shapes you create, whether they’re sharp and clean or loose and flowing, also play a huge role in how someone experiences your work. This is especially true in more simple illustrations, where if the lines and shapes aren’t intentional or feel out of place, they can be hard or confusing to interpret.
2.) Shading
Shading adds depth to your work, but consistency is key. Flat, 2D visuals can be just as effective, but mixing shaded and unshaded elements can make a piece feel disjointed. Whether you go for full shading or keep it flat, we probably won’t approve a design that doesn’t have consistent shading throughout as it is unlikely to have an overall cohesive look.
3.) Background
The background can either elevate your piece or wash it out entirely. A well-chosen background can enhance the main subject, while a poor choice might overwhelm it or change the tone of the design. If you’re using a pattern, consider whether it draws the eye to the focal point or distracts from it. We’ll always favour backgrounds that complement the rest of the piece without stealing the spotlight or washing it out.
4.) Patterns & Busyness
Patterns can make a design more interesting, but they can also overwhelm if not used right. Just like with backgrounds, a pattern can either elevate or clutter your piece. The key is to use patterns that enhance the design without making it feel chaotic or overwhelming.
5.) Colours
We’ve already discussed the importance of colours in print in our blog post, Moderation 101: Part 1 – Initial Checks, but now let’s focus on how colours work together within your design. Quick recap: we print in CMYK, not RGB, so it’s worth making sure the colours you’re using are a part of the CMYK palette.
Colours have a significant impact on how your work is taken in, so ensuring they harmonise and don’t clash is essential. To help take away some of the guesswork, there are plenty of colour palette-building tools online that can help you find hues that complement each other perfectly. But beyond just looking good together, the colours you choose should work well with the overarching purpose of the design. For example, bright, vibrant colours might be great for something playful, but they are probably not the best choice for a sympathy card, where softer, more subdued tones are more appropriate. We really recommend ensuring colours not only harmonise but also convey the right tone.
6.) Visual Hierarchy
There are many different design terms that ladder up to visual hierarchy: dominance, contrast, focal point, form, space, framing… Ultimately, it’s about how the elements on the design are shown so that the customer takes in the design in its intended way. When the visual hierarchy is off, you often struggle to know where to look because the focal point is not doing its job–this usually comes down to the positioning and size proportions of the elements that help frame the dominant point while remaining cohesive. It’s important to be intentional with your placement and proportions and think about what you want the customer to notice first.
7.) Balance
Balance and harmony are what give the overall design a visually pleasing effect. When combining all the different elements of the design, do they work well together? This is why a font can make or break a design; you might have a stunning illustration, but if the caption’s font doesn’t match the style of the illustration, the overall design falls flat. When the elements look disjointed, the design risks coming across as amateur and rushed. We won’t usually add a design to the catalogue if it doesn’t feel like everything on the design belongs together, creating a unified look.
8.) Accuracy
This one can be tricky to address because we appreciate the time and effort put into every illustration. However, if you’re drawing a celebrity and we can’t recognise who it is without reading the title or description, the design won’t be approved. Our goal is to ensure that customers can instantly identify the subject as they scroll through the cards, without needing to stop and inspect the design closely. Customers will always notice the illustration first before they read the text, so if they don’t recognise the illustrated celebrity instantly, they are not likely to stop and try to figure out who it is by reading the caption. If your design includes a caption, try viewing the illustration on its own—without any text or additional elements—to check if it’s still easily recognisable.
See you in part three, Moderation 101: Part 3 – Impact and sentiment checks. In case you missed Part 1, you can catch up here.
