The barriers have broken and the people unified, all thanks to the World Wide Web. This, for designers is nothing less than a revolution. British freelance graphic designer, Chloe Galea, who now lives in Berlin, has made the most of this invention to provide modern designs for clients situated worldwide. Here, in a conversation with Creative Gaga, she tells us more about how she reaches out to the wider audience with her design and technology.
CG: Your designs seem very systematic, columned and well-organised. Is this your style? How do you and your design sense and techniques change when designing for the web, as compared to other canvases?
Chloë: Order and space are vital components in digital designing. I think it is aesthetics that I appreciate in many aspects of my life. As my flat is certainly bright, airy and decorated in a fairly limited palette. Plus, I think that my continued interest in print and editorial design has meant that I am always working with grids and looking at how best to structure the content I am given. The basics don’t change much when it comes to designing for digital or web either. The style still employs a grid, where careful attention is paid to typography and its hierarchy. At the same time, it is vital to strike a visual balance that makes the design look right. There are obviously different restraints that must be taken into account when working on print or digital design, but other than these technicalities, nothing much changes.
CG: Being European, where art and design are culturally embedded and dates back to memorable artists and evergreen creations; how are brands, clients and audience taking to the present web activity?
Chloë: It’s like homogeneous mixture, where it’s hard to separate both. There are certainly a few established brands I have worked with in London that have struggled to keep up with all the new technological and social developments. But I think everyone knows just how important it is now to have an intelligent curated presence online, to actively engage with the audience and stay up-to-date with the latest digital and web trends. That all said, the print isn’t going anywhere; it is ever evolving and finding new ways to remain relevant.
CG: As a designer, how do you stay abreast of latest design happenings and creations? How do you reach out to the world? How much do you depend on the web and how much does the web depend on you?
Chloë: There is no rocket science involved. Reading is important, spending time online is important. I lose hours to Pinterest as well as get out of the house, walk around the city, meet up with like-minded people and make a point of attending industry talks and events. While it would be a mistake to rely on the internet for all creative inspiration, I think no one would deny just what an amazing resource it is. It’s also a boon for freelancers out there as it facilitates promotion and communication with clients regardless of where they are in the world.
CG: What would be some traits and qualities that you feel should be present in a designer to be ready to create for the times of today? Have you had the opportunity to visit or work with any Indian clients?
Chloë: I went to a talk recently at Betahaus, Berlin and the speaker said there are three things a designer needs to be: talented, punctual and likeable. In terms of Indian clients, no I haven’t worked with any. However, I have spent some time in India and would love the opportunity to go back!
Published in Issue 25
Creative Gaga kicks off the year with an issue that asks the important questions, is it the web that’s leading the brands or the other way around? With 2014 witnessing an increase in brands investing in digital marketing, 2015 will only be bigger. We can say India has accepted the revolution, where more and more people are opening browsers to e-commerce, literally window shopping, and setting up shops online as well. The issue brings together renowned designers with digital experience, who discuss and throw light on the pros and cons of this change and where we possibly are headed with this in the future.
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