D E S I G N P H I L O S O P H Y

What is graphic design? What does a graphic designer actually do? The answer is really quite simple. Graphic designers shape messages to create powerful and effective communication. The form that communication takes can be anything from brochures, Web Sites and interactive presentations to corporate identity and annual reports. The intent of the communication can vary depending on the message. Some communication is designed to entertain, educate or inform, while other communication is meant to persuade.

My design philosophy is based on the design process. Every project starts with this critical question: Who is the message for? Knowing the audience is critical to developing effective communication. The second step is understanding how the intended audience best listens. Are they more receptive to warm and fuzzy images (little babies and puppies), or is a straightforward approach going to get the message across more effectively?

Finally, the message must be crafted and presented in a way that resonates. The crafting of the presentation is traditionally where the graphic designer steps in. Graphic designers combine text and image to create communication that is memorable, effective and resonates with the intended audience.