Short 'n' sweet
Good design doesn't just look good.
Good design is purposeful…it accomplishes a goal. It makes an
impact on somebody...causes them to think...causes them to act. That's
it in a nutshell. If you want the long version, keep reading.
Philosophy (the long version)
"Design is where science and art break even."
These are the words of a person named Robin Matthew. I don't know Robin Matthew, don't even know who he (or she) is. But I agree wholeheartedly with that statement, because it sums up very succinctly my philosophy about design.
I call it "smart design". Because what some don't understand is that effective design is not just "pretty fonts and bright colors and voila!" Rather, it's first having some understanding of human nature, of psychology, of sociology, of culture...of the underlying mechanisms that cause people to do what they do. What makes people tick? What will cause a person decide to do something? What will cause someone to react with excitement? With indifference? What compels YOUR audience to action? It's a science of studying people.
Past that, there is a science of perceiving. The brain interprets in a fraction of a second what the eye picks up. And the brain—many times unbeknownst to our conscious mind—makes a determination based on that visual data. It's how we get first impressions, it's how stereotypes are formed, it's how we make split-second reactive decisions. Our brains are funny. We don't always understand them, but they drive us. And since, I've heard, about half of our brains are dedicated to processing visual
information, what we see drives us.
Design is aesthetic.
Is art itself a science? That's debatable, but it is necessary to have an understanding of fundamental design principles: balance, contrast, color, etc.; as well as the ability to effectively utilize them to create something. Some people may know how to use desktop publishing software, but just like using a hammer doesn't make me a carpenter, using Microsoft Publisher does not make them a designer. Without design fundamentals and ability, you just can't have good design. (Unless you're a savant, which is a phenomenon that I find highly intriguing. So if that's you, give me a call. I'd love to chat.)
Science + Art + Creativity = Design that makes an impact
Design should be purposeful, it should be striving towards your ultimate
goal. Effective design causes something to happen. Subject matter is important,
and what makes it memorable, provocative, or unique is the approach that
is taken towards communicating it.
This is where n•Vision Designs comes in. I
help you to realize your vision, at times when you don't know how to make
it a reality, you don't know what your options are, or you don't know how to best communicate with your intended audience. I believe that smart design makes an impact. Not a slap-you-in-the-face kind of impact, but a powerful impact nonetheless. The kind that causes your audience to think twice, to reevaluate their status quo, to take action.
And that, my friends, is where art and science break even. n•Vision that.