My approach
I don't believe in rigid design dogma. But then again, I wouldn't go hiking without a compass either, as I believe you need to be guided by something. So, this is what guides me and my work:
User Centred Design
Good design's more than a pretty picture. It’s about getting the right message or idea, to the right person, at the right time, in the right way. For a brand or design to be truly effective, it needs to be customer-centric. One needs to ensure the audience can view and understand the message.
Fit for Purpose
Good design should follow the brief -
this includes appropriate use of technology.
Responsible
Good design should consider its wider impact -
environmentally, socially and ethically.