WHAT IS AN EFFECTIVE DESIGN?
An effective design is different things to different people. It is also many things to many people. An effective design is one with a clear message. An effective design is one which achieves its goal(s). An effective design is in no way boring, but is in no way irrelevant. It is one that gets the attention of the end user but not at the cost of hindering the message. For me, an effective design must meet certain criteria. One criterion is the layering of meaning the design employs. An effective design must have a certain level of meaning or depth. Even if it is light-hearted, humor used in an effective design must be structured or executed in a way that makes you think—humor that is witty in nature and relevant to the content of the message.

In addition to all of this, effective designs are most often a result of using a methodical approach using a design philosophy and a set of design principles that a designer or design team works by. Below is a lst of some the disciplines Clockworks Design uses to create effective designs.

REASONS FOR VISUAL ELEMENTS.
Any visual element in a design has a reason for being there. If it doesn’t have a reason for being there, it simply taints the design. The design content must be relevant to the message. The elements in the content support and reinforce the message(s) given to the end user. A decorative swirl for instance, placed on the design, is a reference to something about the design’s goal(s)—what the design is about. If the swirl is just there because it’s “pretty,” the design is then less effective.

USING ABSTRACTS.
An artist’s objective is to give the viewer or end user their view of the world. Though an artist might attempt to render an object or seen as real as possible, the interpretation is still given through their eyes, and with their own hand. As a creative professional, our view of the world is given to a design, but in balance with the limitations of what the end user can interpret in relation to the reason for the design. The designer can only go so far with an abstract or unique vision before it becomes too confusing or hard for the end user to understand. Probably the only instances where extreme abstractions should be used is when the design calls for it/when the end user will look for it or accept it.

USING OPINION.
Sometimes the purpose for an art piece is to intentionally change public opinion about something—in some ways, a political motive. Being ‘tongue-in-cheek’ can be helpful to a design, but if used in the right scenario and if used properly. A designer’s motive for pressing a boundary in society has to be for a reason consistent with the design’s purpose.

CONSISTENCY IN DESIGN.
Design on any scale must have a certain level of consistency to be any good. Unity, rhythm, and harmony have to exist in one form or another to keep the message(s) and goal(s) from falling apart. Using consistency in a design does NOT mean creating repitition that would cause the user to lose interest; On the contrary, using consistent design in way that is similar but not identical will reinforce the idea(s) and goal(s) of a design. As a result, each successive viewing, reading, etc. of the design will be fresh, causing renewed interest and appreciation for the design and the product, service, or idea it represents.

TO BE CONCLUDED...
In summary, there are several principles and guidelines Clockworks Design utilizes to create a unique and successful design experience. There are countless other principles that Clockworks Design uses; what is listed above are ideals that are considered to be more universal in design. Perhaps the most important part of my design philosophy is the idea that if I can learn from each of my designs, then I am a step further to a great designer.