Function

I once made a high effort illustration for a concert poster, only to forget to add the date and address. It seems simple but sometimes the point gets lost in the aesthetics. The problem needs to be clearly defined in order to create an elegant solution.

Emotion

Sometimes I have all the reasons why a design should work, but it still doesn’t feel right. Conversely there are times when a design just hits and I don’t know why. That feeling matters as much as metrics or design principles. Emotional and logical reasoning are always interconnected, and both have to be considered.

Simplicity

Often in conversation, we make our point but continue to ramble, and those extra words dilute our message. It’s the same with design. Throwing out some of our favorite ideas can be painful – but the alternative is wasted budget, time, and a less effective result. Good design is as little design as possible.