Visual Design

By Eric Wells Hatheway

The principles of Visual Design are not finishing touches applied to an idea. They are the underlying architecture of meaning. Balance, proportion, rhythm, contrast, and spatial relationship are active agents within every composition. They determine authority, vulnerability, harmony, and disruption. Much of my design works are devoted to examining and revealing these structural mechanics. My conceptual and branding-driven works examine the persuasive language of culture itself. By borrowing the familiar language of commerce and nostalgia, I explore how design builds trust, shapes belief, and constructs value.