Chapter 7. Style Appropriate

There’s a common misconception in the creative community that you need a signature visual style to gain fame, fortune, and future work. There’s no such thing as one-style-fits-all design. In fact, forcing yourself to approach every design project with the same style will limit your opportunities and your growth as a creative professional.

As a designer, it’s important to study the intended audience for any project you take on and to choose a style that speaks authentically to that audience (FIGURE 7.1). Your design might be aesthetically pleasing, win numerous awards, and even be based on a clever concept, but if it doesn’t resonate with the people its intended for, it’s merely eye candy—delicious, perhaps, but not ...

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