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My Design Philosophy

Design should be aesthetically pleasing, but above all it must communicate the right message. A designer's job is to effectively capture and visually represent what an organization or individual is seeking to convey. A website or business card design is not an entity in its own right, it is intimately connected with an organization, a brand, an image. Innovatively articulating a client's underlying objectives and positioning is really what design is all about.

Often when I'm working on a project I will ask my wife's opinion. Now, she has a great business mind but admittedly, limited artistic prowess. So why do I bother with her opinion? Because I want to know what is the general feeling of this piece as viewed by someone not so concerned with the details of the design. Is the message coming across accurately? Is this going to give the client what they need to meet their objectives? Obviously, it has to look good, but the point is that I am not designing for design's sake nor to impress other designers. I am designing to please my clients and ultimately convey the right message to their target audience. To that end, every element in any particular design must serve a purpose. It is not enough to say, “I like the colour pantone 153 so that's why I used it.”

When you don't question why you choose a particular colour, font or image, you aren't designing, you are just making pretty pictures.