What is an effective design?
An effective design means different things to different people yet always exhibits some common traits. An effective design is one with a clear message. It is a design 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 utilizing a design philosophy and a set of design principles that a designer or design team works by. Below is a list of some the disciplines Clockworks Design uses to create effective designs.

Use of 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 detracts from 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.

Guidelines regarding abstracts.
An artist’s objective is to give the viewer or end user their view of the world. Artists and designers may attempt in their work to render an object as photorealistic as possible, however that interpretation is still given through their eyes, and is ultimately a form of abstraction despite its level of realism. As a creative professional, my view of the world is placed into my design work, but in balance with the limitations of what the end user can interpret in relation to the reason for the design. A designer or artists can only go so far with an abstract or unique vision before it becomes too confusing or hard for the end user to understand. There are always exceptions, but in the world of design and marketing, abstractions must be reigned in to allow the end user to understand and interpret what is being said.

Message and content awareness.
In graphic design and marketing specifically, the purpose for an art piece or design is to intentionally change or influence the public’s view of a business, product or service. Each approach to a design must warrant careful use of information and be mindful of the target audience. A designer must always be wary when expressing a thought or idea, as each word or image in their work can carry an unintentionally controversial or offensive message.

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 repetition 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.

Conclusion.
The principles and guidelines shared here represent part of what I use to create a unique and successful design experience. There are countless other principles that Clockworks Design uses; what I have listed thus far are ideals that I consider to be more universal in sound design practice. Perhaps the most essential part of my design philosophy is the realization that I can learn from each of my designs, moving a step further to becoming a great designer with each project I work on. That in itself is an encouraging thought.■