Designing for Decisions, Not Decoration

Good marketing design makes the next decision easier. Before choosing colors or layouts, define what a visitor needs to understand, trust, and do.

Give every page one job

A focused page can still tell a rich story, but its hierarchy should point toward one meaningful outcome.

• Lead with the customer problem.
• Support claims with specific evidence.
• Make the next action unmistakable.

Decoration has a place. It works best after the decision path is clear.