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inform
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What my client needs to communicate is my primary concern; the medium takes shape from the content of the message. Print or web, poster or home page: it's what needs to be said that dictates the form. I know what parameters guide graphic design which sees the light of day on a Heidelberg press and what paremeters shape work which resides on the World Wide Web.
The core of every successful design project is information. The synergy of words and images carries a message further and deeper into our consciousness than either could alone. We live our lives bombarded 24/7 by information. Good design allows what is noteworthy to emerge from the relentless demands made on our attention, and to be remembered.
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