Whether a designer's focus is on the Web, print, motion graphics, or a combination of all three, their designs simply cannot exist without some context. As was noted a couple pages back, design is about more than just good looks. Design is about function, and that function is to facilitate communication. The only way to reach that level of function is to consider the context of the design by asking a few key questions.
For instance, what about content? Many designers can create a stunning look or an intuitive interface, but what if the client needs help writing the very text that will reside on their Web site?
Also, what about an understanding of the client? Anyone can design a brochure for a client from thousands of miles away, but how effective will that brochure be if the designer hasn't taken the time to get to know their client? What if they have never taken the time to visit their offices, meet their employees, and get a better sense of what the client's culture and values are all about?
Finally, what about business strategy and an understanding of the market? Many designers tend to focus strictly on their "art" but totally ignore the realities of business. What about sales figures or marketshare? How about an understanding of the target demographic — where they go for information, how much they earn each year, and how much they spend?
In the real world, design cannot exist in a vacuum. It cannot stand alone. It has to exist as an integral part of something larger. A designer can't simply consider the questions stated above. Instead, a designer has to eat, sleep, and breathe those questions.
Without asking such questions and finding their answers, design and communication efforts will fail in achieving their goals. We see this happen all too often. Frequently, graphic communication efforts serve as a mere facade. They aren't a genuine reflection of the company they are supposed to represent, nor do they effectively speak to the audience that that company so desperately needs to speak to.
I understand the importance of offering a complete, integrated design and communication solution. From design to writing to fundamental marketing strategy, I can develop and enhance all facets of your design and communication efforts, and I will do my absolute best to make those efforts a success. I want your campaign to be more than a sleek facade or merely a reflection of your organization or your target market. Instead, I want those efforts to be your organization and your target market — a seamless extension of your core values and beliefs.
Now that you've learned more about my philosophies on design and communication, I invite you to take a look at my Services + Portfolio section to see these philosophies in action.
