Branded Idea: Design Transparency -- Nate Winter

Design Transparency is a philosophy on design that functions as a branded idea for a design firm. It speaks to the business aspect of design. While the purpose of art is to simply please the eye, commercial design must please the eye while also serving a higher purpose of communication. That is to say, the design should be transparent in order to allow the design piece's commercial message to take the lead. This helps to pacify a concern among businesses that their designed marketing pieces look great, but ultimately don't deliver a return on investment.

Example of website or brochure copy explaining Design Transparency:

Design is the way to communicate a message; design is not the message itself. interactive design should communicate business ideas first and be noticed for excellent design as a close second. That's Design Transparency.