Design · 4 min read
Designing for a point of view
Distinctive digital work rarely comes from doing more. It comes from deciding what to leave out.
There is a difference between a website that looks polished and one that feels specific. The second has a point of view.
It might be in the pace of the typography, the restraint of the palette, or the way a story moves from one thought to the next. These choices give a visitor something to remember, even when they cannot name exactly why.
The aim is not novelty for its own sake. It is to make the character of the organisation visible in the decisions people can feel.