NICOLE
MAKES IT MATTER

Who:  Nicole van Kesteren

What:  Graphic Designer

What is your role?

‘After spending 15 years in France, I made the decision to settle back in my native country, taking the opportunity here to take on a new professional challenge. Being a designer is taking care of visual communication. From color palette, shapes and typography to graphic design; first the idea, then the visual artwork. I start with a blank canvas and a concept, dive into the world of the brand or project, translate the message to be conveyed and then I come up with visual concepts that reinforce that message. Every line, every letter, every pixel is placed with love and precision. I make sure that each design - whether if it’s a logo, flyer, website or packaging - reflects the brand identity and tells a cohesive story. This is how I bring brands to life and make the world a little more colorful with my creativity!’

HOW DO YOU MAKE IT MATTER?

‘At the first place to understand the target audience. What are their needs, desires and pain points? Then I think about using color psychology. Indeed, colors have a profound effect on emotions. A simple example: warm colors like red and orange can convey excitement and passion, while cool tones like blue and green can convey calm and confidence. To ensure that a design touches emotionally, you have to tell a story; good design tells a story. This comes mainly by using images and graphics. Minimalism is simplicity; "Less is more" as they say. By keeping designs simple and uncluttered, you can focus people's attention on the essentials and create a powerful emotional effect. Besides is the right choice of typography just as important. It can greatly influence the tone of your design, and thus convey emotion. In short, it's about showing empathy for your target audience and understanding what emotions you want to evoke.  As a graphic designer and by following these steps, I can create designs that are not only aesthetically pleasing, but also deeply emotional.’

WHAT ARE YOU WORKING ON AT THE MOMENT?

‘I usually work on several projects at once. Right now, I'm working on a new infographic layout for a pension fund company. I am also designing displays and POS materials for in stores and working on internal social media content to further develop awareness of the company. The diversity of assignments makes it very exciting and allows me to propose designs with complete freedom.’

Next time:
JUAN
MAKES IT MATTER