Designers develop images to represent the ideas their clients want to communicate. Images can be incredibly powerful and compelling tools of communication, conveying not only information but also moods and emotions. People respond to images instinctively based on their personalities, associations, and previous experience. 

In some cases, designers rely on words to convey a message, but they use words differently from the ways writers do. To designers, what the words look like is as

important as their meaning. The visual forms, whether typography (communication designed by means of the printed word) or handmade lettering, perform many communication functions. They can arrest your attention on a poster, identify the product name on a package or a truck, and present running text as the typography in a book does.

I go about design the same way I do photography: adherence to simple design principles and life principles.