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Simple designs are too often mistaken for being overly simplistic, inevitably prompting clients to ask the most common question: "Why am I paying that much for this?!" Therefore, I've compiled some explanations to shed some light on this matter. Please read below; it's short and it's worth it, I promise. Thank you.



Beyond the Surface


Design, often perceived as the final product - a sleek logo, an eye-catching advertisement, or an aesthetically pleasing website - is, in reality, an intricate tapestry woven from various unseen threads. Beyond the visible surface lies a realm of meticulous research, psychological insight, and an iterative process of trial and error, all working harmoniously to craft impactful visual experiences. Yet, these nuances often remain hidden, overshadowed by the glamour of the end result. Let's delve deeper into the unseen facets of design, shedding light on the complexities that shape its essence.


The Foundation

of Innovation


At the core of every successful design lies extensive research, a process akin to mining for precious gems. Designers delve into the depths of market trends, consumer behavior, and brand identity, seeking valuable insights to inform their creative endeavors. This phase involves poring over data, conducting competitor analysis, and deciphering the intricacies of target demographics. By understanding the landscape in which their creations will reside, designers lay a sturdy foundation for innovation, ensuring that every visual element serves a purpose beyond mere aesthetics.


Crafting Emotional



Design has the power to evoke emotions, spark memories, and forge lasting connections with its audience. Behind every color palette, typography choice, and layout lies a profound understanding of human psychology. Designers leverage principles of color theory, typography psychology, and Gestalt principles to create compositions that resonate deeply with viewers. From instilling trust and credibility through strategic branding elements to eliciting joy and nostalgia through intuitive user interfaces, design harnesses the subtleties of human perception to craft meaningful experiences.





Contrary to popular belief, design is not a linear path from concept to completion but rather a journey of iterative refinement. Countless hours are spent exploring various concepts, experimenting with different approaches, and embracing failure as a stepping stone towards success. Through a process of trial and error, designers fine-tune every detail, continuously seeking perfection while embracing the beauty of imperfection. Each iteration brings valuable insights, guiding the evolution of the design towards its ultimate manifestation. 



the Invisible


While the end result of design may dazzle the senses, it is the unseen elements that truly breathe life into the creative process. Behind every pixel-perfect image and pixel-perfect text lies a wealth of research, psychology, and relentless iteration. As consumers, it is imperative to recognize and appreciate the invisible forces that shape the visual landscape around us. By peering beyond the surface, we gain a newfound appreciation for the craftsmanship, dedication, and ingenuity that define the world of design.

That's it in a Nutshell. 

Conclusion :


Nowadays, Designers must constantly update their skills, staying abreast of new design trends, software features, and emerging programs and apps, as they pop up like mushrooms after the rain - all the time. This requires countless hours of learning, on top of their paid work, in a field where time is limited to the same 24 hours as everyone else.

That's why a Designer can produce great designs easily in a relatively short period of time - not because being a designer is an easy job. Too often, the client misunderstands this and thinks that everyone can do it in 5 minutes; they just lack the time to do it.

In a job posting, they ask you to know an entire Bible's worth of different programs and skills that are actually totally different jobs, cumulated in a "Graphic Designer" post. It includes something like "Copywriter"+"Content Writer"+"Social Media Specialist"+"Marketing Advisor"+"Video Editor" + "Video Designer"+"Photographer"+"Web Designer"+"Web Developer" and so on. Some of us know a little bit of those above, but this should be a bonus, not a norm... We are not SuperHumans :)

Very often, companies that hire ask a junior to have great knowledge in all Adobe Softwares (Illustrator/Photoshop/Indesign/Bridge/Lightroom/After Effects/Premiere/XD/Dreamwaver/Dimension, to name only the most known ones), not knowing that this requires a lot of experience that only comes with many years of working with all these programs on a regular basis. This is too much for a designer to be realistic because then the "Junior" would be indubitably an extremely skilled "Senior."

Moreover, people don't realize that all these jobs cumulating means a salary 10 times bigger (I am not kidding) than they are willing to pay (which is barely the Intermediate Graphic Designer income). To put it simply, it's like hiring a Plumber for Plumbing, Babysitting, Housework, Painting jobs, as a Chauffeur (with his own limousine), and as a Chef, paying him only the Plumber's Salary.

What contributes to this are also those "cheap logo or design" websites, based on the lack of knowledge from the client of what actually a good design means and how a bad design can impact the business. I know businesses who went there, paid for the logo (and being happy with it at the moment) only to go through a re-branding half of the year later; because something just didn't work well with that "cheap" one. The reason for this is that on those websites are very few really talented designers with proper education in design. Now imagine this situation: would you put in charge of designing the power network for your new-built house, a dodgy Electrician Engineer? I guess not.

I've encountered this way too many times during my career; therefore, I've decided to write it black on white (white on black, in this case) in an attempt to help people understand and be more reasonable toward designers. Most of the time when you buy something, a big part of your decision is made by how the product looks or the advertising behind it. And a big part of these are a designer's efforts and creativity (and all those countless hours I've talked above) - think a little about this.

Thank you for investing your time to read this.


Now that you have a

better understanding

of the design process,


let's conclude this in

a more relaxed way: 

The following videos best express the typical way clients perceive the work of a designer. *Please note that the second video contains language that may be offensive to some people. Enjoy :)

Choosing a skilled designer is paramount to avoid becoming one of the unfortunate cases of "design failures." A good designer possesses the expertise to understand your vision, translate it into effective visual communication, and avoid common pitfalls that lead to ineffective design - as per examples below:

Thank you.

♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours♪  Two Souls |  Malte Marten  +  ChangeofColours

Senior Designer

University of Auckland 2022-now

Senior Designer

Auckland Transport 2014-22

Founding partner + Design

WebCreativeStore AKL 2013-15

Senior Designer

TheBrandFactory AKL 2007-12

Art Director

Heep Media BU 2007

Senior Designer

Skepsis 2006


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Experiments page is a compilation of personal and freelance work.

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"NOTEBOOK" is primarily a personal blog where Calin expresses himself and shares his thoughts with readers. Under heavy re-construction.

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◖ ◖ ◖   CALIN ALEXANDER - 2024

◖ ◖ ◖   CALIN ALEXANDER - 2024

◖ ◖ ◖   CALIN ALEXANDER - 2024

Crafted with ♥ in New Zealand. Made with Semplice. 

Copyright 2024 Calin Alexander.

◖ ◖ ◖   CALIN ALEXANDER - 2024