Digital Design and Motion Graphics
Creating the content that gets you
noticed
The 3 Principles of Design
In all the work we produce we adhere to these staple rules, after all they are staples for a reason.
Semantics
Starting from researching the history, the company, the product, the market, the competition, the subject, to better understand the nature of the project and its precise target.
Semantics, in design, means to understand the subject in all its aspects; to relate the subject to the sender and the receiver in such a way that it makes sense to both. It means to design something that has a meaning, that is not arbitrary, that has a reason for being, something in which every detail carries the meaning or has a precise purpose aimed at a precise target.
Syntactics
The essence of syntax is the proper construction of all the elements required within the project. Synatical consistency is the most important thing in helping designers create both structure and a good base for creativity.
The consistency of a design is provided by the appropriate relationship of the various syntactical elements of the project: how type relates to grids and images from page to page throughout the whole project. Or, how type sizes relate to each other. Or, how pictures relate to each other and how the parts relate to the whole.
Pragmatics
Pragmatics is the ability of the design to have clarity and be understood. As graphic design should always be be intellectually elegant, thought through, and most importantly relatable to the user.
We design things which we think are semantically correct and syntactically consistent but if, at the point of fruition, no one understands the result, or the meaning of all that effort, the entire work is useless.