Many marketers may feel comfortable in their own knowledge or even overlook this aspect of marketing. Both are highly discouraged, as graphic design is often the make-or-break for consumers and prospects of your company.
One of the central principles of graphic design is contrast, which is essentially variation in design elements: color, size, shape, texture, font, etc. The key to contrast is in finding a balance. Too much and you've overwhelmed your audience and perhaps muddled the layout; too little and you've bored your audience and will likely not attract many prospects.
"You may even consider (contrast to be) a 'binary' characteristic – i.e., either there is an outspoken contrast in the composition or there is none," writes graphic designer Dmitry Kirsanov for Internet.com. "In reality, however, contrast relations represent a continuum with the infinity of intermediate 'shades,' or levels, of contrast. One of the most important design skills is to choose the level of contrast that's necessary for your case."