Less is enough. In order to be effective design must be simple. The information that is being conveyed should be obvious, and the design transparent. The most effective designs are those that solve the problem at hand and use only the design elements needed to convey that particular information. It is the designer’s responsibility to translate information into a visible form that is accessible, understandable, and useful to the user. Design is about successful communication.
My work is about simplicity. When I design, I look first to the purpose of the piece and the audience that will be using it. I try to choose elements that support the message. I strip away unnecessary elements that might distract from the idea being presented. I add enough elements to communicate a mood, yet each element is chosen because it contributes to the concept of the work. When considering my audience, I keep in mind issues of legibility, geographical location, and cultural background. I use iconographic languages that already exist, but I adapt them to the aesthetic of the piece on which I am working.
My design work shows an affinity for the Modernist sense of style, yet I do not consider myself a Modernist. Many techniques of Modernist designers are effective in the simplification and organization of information, yet Modernism fails in its detachment from humanity and the realities of human existence. When appropriate, I bring a human touch into my work through the use of humor, hand drawn elements, and in my treatment of photos (colorization, cropping, etc.).
— Susan (Sue) Baily Weaver
NOTE: Designers don’t tend to list their artist statements these days, but I think my statement is relevant. I am a trained artist/designer working primarily in digital media. My statement gives you a sense of my approach.