My philosophy

Graphic Design

“Graphic Design” is many things to many people. To some it means “to make stuff look pretty.” To me this superficial definition does not give credit to the thought, skill or value of a well executed design. When the principals of design are properly implemented, a mood is created, a perceived value is portrayed, and an intrinsic logic emerges to why elements exist.

Web Design

With web design, there are even more components of design that need to be considered. Consistency, clarity, usability, flow, good taxonomy, and organization are all critical to a good user experience. For me, a good design follows the concept of “form follows function.” This “less is more” attitude tends to unclutter design and stream-line functionality.

Appearances can be Revealing

They say that you shouldn’t judge a book by its cover. However, in today's fast paced world, we rarely have time to read a whole book to know if it is good or not. We attempt to evaluate things by the visible clues available. After all, if you see a front yard with weeds, oil stains in the driveway, and pealing paint on the house, what are the chances the interior decoration is exceptional? Poorly executed design is a sign that corners were cut on the project. If you can’t trust the quality of what can be openly seen, what kind of integrity do you think the hidden elements of a project will have?

Good graphic design is essential to business. It is the primary way of communicating professionalism and credibility when being presented to the public.

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