Every movement begins with a moment.
When you’re designing within brand guidelines, a lot of creative factors are already determined for you — especially when the design is for a technical layout, like a Web page. Before you even start exploring ideas, the user interface and general layout have already been established in the form of wireframes. And while these wireframes don’t have to be followed to a T, the brand guidelines do. This means the color palette, type treatment — and even the number of pixels between different elements — all have set rules.
However, even though so much of your product’s look and feel is pre-determined, there’s still ample room for creativity in technical design. For instance, the general layout presented in the wireframes doesn’t always work out as planned. In these scenarios, you must come up with a new user experience that is as visually appealing as it is functionally sound.
Gray areas within brand guidelines also occur. A lot. No matter how many pages of possible design scenarios live within that style guide, you’ll run into a situation that isn’t in the table of contents. To solve for this, you have to use your best judgment and, once again, create something that is aesthetically pleasing while adhering to the brand’s look and feel.
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