For improved graphic design, don’t split your modifiers

That’s why for improved graphic design, considering the use of language and grammar is imperative. Language not only communicates what we have to say, but also inadvertently sends out a message about the type of person or organization we are.


Imagine if Coca-Cola incorrectly spelt ‘Celebrate’ on this billboard ad? It doesn’t change the taste of their drink but it would certainly change the perception we have of the organisation.

But let’s assume that correct spelling is a given (as any incorrect use of spelling is almost unforgivable). My weapon of choice when researching which company to use, or which person to employ, is their use of grammar.

There is more than one way to skin a cat and the same applies to constructing a sentence. Don’t get me wrong; I’m not advocating the strict appliance of Oxford English rules without exception. Clever examples of ‘breaking the rules’ adds a degree of intellect and confidence.

In the majority of cases – specifically in writings associated to businesses – grammar is used correctly with apostrophes, commas and other punctuations being used (or not used) in the correct places. Move up a notch or two and company’s image positively glows when I see semi-colons and colons being employed.

Few know when to write persons rather than people, even fewer know when it’s okay to add a comma before the word ‘and’, and how many actually know why it’s correct to write Dr (no dot) but incorrect to write Prof (no dot)?

Good graphic design doesn’t just need to look good; sounding good pleases the senses too!


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