Our Guiding Principles are simple:

First — do no harm !— discourse

It sounds simple enough but so many neglect this first rule of design, I thought it worth repeating.

This simply means that if a design element does not contribute meaningfully to good communication, then it will more than likely be viewed as a distraction. This not only steers viewers minds from your message but provides an opportunity for interpretation…never a good thing.

Second — make it appropriate !— discourse

A hot dog stand fails with the look and feel of a five star restaurant. This goes for typography as well. Nuptial Script is not appropriate for an investment broker and the largest single use for Helvetica is within signage.

Our goal is to evoke within our viewer, a comfortable familiarity together with feelings of confidence and strength. Subjective Graphics can misrepresent your ideas and, if unclear, viewers are left to their own interpretation. Again…never a good thing.

Third — keep it simple !— discourse

This is always harder than it sounds, especially as the temptation to use complex graphics as a means to distinguish ourselves from our competitors is strong.

The visual is no less a communicating medium than the text it serves to present. Offered in a confusing or pretentious manner, much promotional material goes unread.

Look at Sony, ABC, and Nike. Completely different products with one thing in common—graphic simplicity. It's what allows their corporate identity myriad applications in a broad spectrum of markets.

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Further discourse of this synopsis is availabe for download to share with your staff or business associates. See discourse list.

Additionally, if you would like us to address any of these topics at your office call or em Doug Howard at:

alternate approach
847.540.0581
doug@alternateapproach.net

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