"Design is a complicated field; it both reflects and directs today's ever-changing visual environment. My goal is to be relevant to today's standards without blending in or sacrificing quality. I take great pride in my work and strive to produce detailed and error-free products. I understand the power of perception on a client's reputation, and conveying the right message is a responsibility I am proud to take on. That communication is the key difference between art and design, no matter what the medium.
"To communicate effectively in visual design, the elements and message must mirror our cognizant perceptions of our natural environment. I do that by taking cues from real life. Consider, for example, the pea and pod above. Against the black background, the reflective image feels professional, classy, and modern. The image is green-toned, balancing the coldness of the background with fresh, organic life. The repetition in the pod is broken by a single pea just a few pea-steps away. Perhaps it rolled out a little on its own? Whatever the reason for its solitude, the peculiarity of the pea has brought you this far.
"I am responsible for the perceptions of the design, therefore, I design communication ensuring that the message is appropriately received. That responsibility prompts me to be exacting in my work. Errors strain the credibility of the message and communicator alike, and a design is no longer effective when the audience doesn't take it seriously.
"When I plan out and create a design, I consider how it will infintely impact the audience. In every project, there is a message; my task is to define and illustrate that message using the appropriate visual resources. For each element, I consider what each piece "says," what tone the composition implies, and the response that the design seeks out in the audience. A piece can convey a variety of emotions; it may be inviting or provoking, urgent or endearing. Rather than designing merely for aesthetics, I direct a message to evoke a response from the audience. I'd consider myself not solely a graphic designer but also a creative communicator."
Sarah Knepper is a graphic artist currently employed in Fresno, California. She is a graduate of California State University, Fresno, with a Bachelor of Arts degree in Mass Communication and Journalism, specializing in Digital Media. She is currently considering relocating to the Pacific Northwest to begin the next phase of her career.
