Design Reduced

Introduction: I use image, typeface and space to create context and emotional connections. My focus is on contrast and reduction in all aspects of my design, no unnecessary decorations, as this can make the design appear forced. The theory behind my style and aesthetic design is to utilize as little as possible in an effort to communicate as concisely and quickly possible with whom the client is trying to reach. I maintain a clear set of boundaries in my style so that I am focused in what the client wants to produce; this way of working avoids distractions and decorations. My greatest challenge in design is focused around asking myself what kind of boundaries I should use and why. Boundaries not only determine results, but also your identity. One has to be comfortable in the group that they fit in, as this is the only way to express themselves genuinely through image. Being a part of the group allows you to emotionally connect and empathize with your audience. Most of the time, when people don't get triggered by reduced design it's because of the lack of imagination, or the design is really not addressing their imagination at all (in which case you could say that it is a bad design). I find that people who have a clear sense of imagination best appreciate my work. Overloaded and mass-produced designs can be both boring and distracting, while reduced and minimal design has the ability to cut to the chase and give it a decided commercial edge. My aesthetic and design theory is defined as being, "not when there is nothing more to add, but when there's nothing left to take away". - Antonio F. Lewis