Graphic Art and Design Prime Directive:
Image and Media should Communicate
This means that Art is subordinate to the message. Pictures other image media should enhance the impact and communication of a project. A piece can be beautiful and visually stunning, but unless it communicates the intended message it is useless. This is what separates commercial art from fine art. Fine art is open to the interpretation of the audience. In commercial art the goal is to have the audience interpret the imagery to receive an intended message.
This does not mean that the visual imagery should be obvious, simple or even unattractive. There are many ways that an image can be used to communicate. Some images directly illustrate the concepts contained in the overall message. Other images are designed to enhance the emotional impact of the content. While other images help the audience to retain a memory of the intended message.
It is my goal at the artist and designer to create visually compelling media that enhances communication. I strive to move the concepts and message of my clients into the minds of their intended audience with as much clarity as possible.