My Design Philosophy

Effective design is...

Aesthetically Engaging. 

The first objective of design is always to invite the viewer to further engage with the content. It needs to be engaging upon first glance. Design is a bid for the viewer's time and attention.

Functional. 

Design needs to convey your message as clearly as possible. If the design doesn't clarify the content, it isn't working.

Emotive. 

In addition to conveying meaning, your design should instill positive emotion in the viewer. It should instill trust in your brand and inspire the viewer to act (by visiting your website, buying your product, or donating to your cause). 

Purposeful.

Every element of a design needs to earn its place by actively contributing to the message as a whole. Unnecessary elements serve only as distracting clutter.