Seth_and_Aya
Seth High
Copywriter, translator, UX & content marketing specialist and photographer. Former director of Educare Japan and current visual artist behind SHContemporary. www.sethhigh.com

Ayako High
Web, graphic and product designer.
Former shoe designer at Himiko and web manager at Pantone Store Japan.  www.ayakohigh.com

Philosophy
Though we don't have a single design philosophy that guides all of our work, our experience has allowed us to make several general observations about successful design. They are:

  • Every site has unique goals and a different audience - one-size never fits all.
  • Users determine the success of a website or product. Content should therefore be compelling and user-centric.
  • Simplicity usually wins - This is true for copy, imagery and even UX design.
  • Take design risks - almost every element is easy to test and change.
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