Welcome to the weblog of Esler Creative. Here, you'll find tips and background information about the way we do our business, what we like, and what our favorite kind of ice cream is. Give your take in the comments. 3.27.08 — Choosing the right design Recently, I've looked at one major thing when choosing the right design for a client — simplicity. The reason for this lies behind my feeling that you can create almost more of an impact with something simple and easy to remember, rather than adding element upon element into the mix. I've tried to do this a lot with my website work, in which case I'll add subtle gradients or other tones that add to the content rather than distract from it. This seems to be a gaining trend in design today, and fits in well with the Web 2.0 look and feel. However, I still see quite a few sites that are unappealing on my eye, making me want to leave. Going along with the same theme, I believe that font choice is key. Something simple can really grab a viewer's eye, but at the same time, it should represent the company. I rarely use script fonts (to my knowledge, only with Broadway Covenant Church), but when I do, there are reasons to use them. Otherwise, I'll stick with a sans-serif font for the most part, and keep it simple. Putting all of these things together can really create a look and feel for the customer that thus creates a brand in their mind, which should be a major goal of any graphic design project.