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I've noticed a lot of brands treat alt text like an SEO checkbox instead of a real description. Stuff it with keywords and you're not writing for the person using it, you're writing for an algorithm that isn't even reading it that way. Alt text exis
Most about pages get one skim before someone decides whether to keep reading. If a visitor can't tell what you do and who it's for in the first two lines, they've already moved on. Fixing that means cutting the padding, not adding polish. Say the pl
Something I've noticed: most people don't struggle with content because they lack ideas. They struggle because every font, colour, and spacing choice adds up until nothing gets finished. That's decision fatigue, not a discipline problem. That's the
I've noticed something about "inclusive industry" claims: they rarely hold up past the campaign that made them. A brand can run a beautifully diverse ad without a single nonbinary person on staff. That's just how briefs get outsourced. If
Most people enquiring about a project have the same unspoken question: what actually happens once I hit send. Here's how it runs. You enquire, I send a questionnaire to find out what you actually need, then we define the project properly, scope, tim
A lot of people think a carousel flops because the content wasn't good enough. Usually it's slide 2. Instagram tracks how far people swipe before they drop off, and slide 2 is where most carousels lose the room. Not because the idea was weak, but bec
Something I hear a lot from business owners: "we post constantly and still don't get enquiries." That's rarely a traffic problem. Usually it means the content is reaching people but the words around it aren't doing the job. A vague homepag
Most portfolios explain what a project is. Mine explains what problem it's solving. Facecard exists because beauty brands are still selling perfection to an audience that stopped trusting it. Marginalia exists because clothing labels tell you where
People fear losing more than they enjoy gaining. Once you notice this pattern, you start seeing it everywhere in marketing. Swipe to see the principle behind it. Losing $100 feels worse than gaining $100 feels good, even though the numbers are ident
Most people who design their own website read it with context they can't turn off. You already know what the pink text says, so it looks legible to you. You already know what the button does, so the low contrast doesn't register as a problem. Low co