The old saying goes, “sell the sizzle, not the steak”. Harvard professor Gerald Zaltman says 95% of purchasing decisions are subconscious. When marketing a product to a consumer, it’s most effective to target the subconscious mind. By utilizing design psychology and market research we can appeal to the consumer on a deeper level, connecting the mission and values of the company to their intented consumer. My design process puts this approach at the front of every project, allowing me to create unique designs that have purpose and strategy while also being artistic and eye-catching.