The K.I.S.S. (Keep It Simple, Stupid) principle was pounded into my head in school and I still follow it today in most of my designs. I know that my most successful efforts are the simplest. I always find myself trying to subtract detail from design concepts in an attempt to distill the idea down to the most basic communication tool.

Really successful designs can be created without software produced "special effects." Identities do not NEED bevels, gradations, 3-D imagery, Web 2.Oh-Oh and other oh so "special" treatments to be great design solutions for clients.

For me, between "Reference" and "Sketching & Conceptualizing" is the "Get the Hell Out of the Studio" step. I most often NEED to shut off the computer, push myself back from my desk and escape the studio space to let possible ideas percolate in my gray matter before committing anything to paper or digital imagery as a sketch or a concept.

External research never depends on the size of the payment being received it is primarily determined by what is needed to create the best possible solution to the client's desires and requirements. The research required is also dependent upon the specific project or industry.

My kids are athletic, but they don't run.

A successful solution to the client's design needs requires a collaboration of my skills, talents and knowledge with the client's information base, history in their industry and personality.

Discipline is doing what you don't wanna do so you can do what you really want to do.