Principles of design

Not just a pretty picture.

Design is not just how it looks and feels, design is how it works.

The late and great Steve Jobs of Apple had it right: good design is much more than how something looks. Of course, what we create for you has to look good, but great design is routed in making the user experience – or how it works – as best as it can be. There is no point making something attractive, only for it to disappoint on another level. Imagine a mouthwatering cake turning out to be made of plastic – you’d feel pretty let down by the experience.

We have this quote displayed prominently at our offices for good reason: we never want to forget that we design for our audience’s needs, not for ourselves. In other words, form follows function. For your customers, whether your communications are clear, helpful and relevant is every bit as important as whether they look good.

Are your print and digital communications working as well as they can? Contact us to find out how we can help you design something that works better.