A great web design philosophy is this: the more you simplify, the less profound you have to be; and the simpler you are the more profound. This philosophy can also be practical.
Web design is cyclical. Aspiration is not to attain some cookie-cutter standard on the web. Rather it is to take whatever is meaningful about web design at the moment, express it, and then move on, making the need to repeat a design obsolete. Each client is branded with a unique message (not the same thing over and over). This makes the conceptual work, which is added and discarded all the time, effective and innovative, and the design classic and modern—great web development.
Simplicity is key remains as it should be: an open concept.
Recently I was critiqued in a National Magazine (In Store Magazine one of the nations top jewelry magazines) for a branding concept I developed and designed for a local jewelry store here in Springfield Mo, Manoli's Jewelers.
Click here to view in pdf format and what they had to say!