good design is...

Life can be a noisy place. Our office desks and kitchen counters fill with leaflets, flyers, memos, and mailings designed with a dozen fonts and glaring colors, all screaming for attention. It's no wonder we tune out, no wonder so much of it gets tossed in the recycle bin. But good design cuts through the clutter.

My aesthetic revolves around the belief that design serves your message — be it six words or sixty pages — and delivers it cleanly, clearly to your audience. A printed piece is worthless unless it presents the information your audience wants in a way that is easy to navigate and easy to read. Good design begins with your message.

In my artwork and design, I look for harmony between images and words. A block of plain text can feel inaccessible to many readers. It's the job of thoughtful layout and visual appeal to draw your audience in and focus their attention. Good design is an invitation.

In this age of shrinking budgets, it's imperative that materials be coherent and cost-effective. Your message and your vision drive the final product, but my technical knowledge of the design and print process ensures that your piece is done right the first time. Good design is collaborative.

I'm a business owner and a mother, and in both spheres I'm always working to get past the noise to what is genuine, what's meaningful. If you're looking for design that is clean, communicative, and cost-effective, I invite you to explore this website and get to know my work. Good design is Leigh Caruthers Prassel.