When I create a design—whether it’s for a personal project, an album cover, or something more experimental—I always follow a few key principles. Good design isn’t just about making something that looks nice; it’s about making sure it communicates the right message and serves its purpose. Over time, I’ve developed a way of thinking about design that helps me keep my work both visually appealing and functional. These five questions guide my approach, whether I’m working on a piece of digital art, branding, or anything in between.
A strong design starts with clarity. No matter how artistic or elaborate a design may be, it should never lose sight of its purpose: to communicate. Whether it’s a website, a logo, or a poster, the audience should immediately understand what they’re looking at and what it’s trying to convey. This means prioritizing readability, well-structured layouts, and a logical flow of information. A good design never leaves people guessing—it speaks for itself.
While clarity is key, a design should also be visually engaging. I aim to create work that captures attention and makes a lasting impression. This could mean using bold typography, dynamic compositions, or a well-thought-out color palette. The goal is to evoke a reaction—whether it’s excitement, curiosity, or a sense of trust. A captivating design is one that people remember long after they’ve seen it.
Consistency builds recognition. A great design should be distinct enough to stand out while remaining aligned with the brand's identity. This means creating visual elements that can be associated with a company, product, or campaign at a glance. Think of how certain colors, fonts, or layouts can become signature elements of a brand—my job is to craft that unique identity and reinforce it across all mediums.
A design doesn’t exist in isolation—it has to make sense in the context where it will be used. A business card requires a different design approach than a billboard. A social media post should be formatted differently from a magazine ad. The key is ensuring that the design serves its intended platform while still maintaining its visual integrity. Every project I take on is tailored to fit its purpose, so it looks and feels natural in its environment.
A great design isn’t just about looking good—it has to work. Functionality is just as important as aesthetics. If a website is hard to navigate, if a logo doesn’t scale well, or if a product label is difficult to read, then the design has failed. I focus on making sure that every design element contributes to usability and effectiveness. A well-designed piece should enhance the user experience, not complicate it.
Of course, these are merely guidelines to my creations. Nothing has to be perfectly functional, but it's always best to treat your product or project as delicately as possible. That's why I look back at these questions as points to see if any work of mine fits the criteria. If it doesn't, improve on it and try again.