I know how to type, have a good grasp of English, know how to spell – but that doesn’t mean I could or would or should try to write the next John Grisham. Having a pen doesn’t make me a writer. Having a camera doesn’t make me a photographer. Having a computer doesn’t make me a designer… To be a designer takes talent, knowledge and practice. You need to understand balance, beauty, symmetry, asymmetry, flow, pace, shape, unity and contrast. Being a great visual story teller requires all those qualities. It also requires the understanding that that’s what you’re doing - telling a story, as surely as John Grisham is. When I design an album, I want you, a stranger, to feel like you were there. After all, some of the people who will treasure it haven’t even been born yet. I want you to feel the emotion of the event, and connection with the people, rather than just admire the venue, the flowers and how well everyone’s dressed. The layout should be understated, yet bold enough to project star images alongside the support shots. It should show elements of repetition and elements of surprise. It should value white space. Ironically, the skill of the designer shouldn’t be apparent. It certainly shouldn’t be about the latest photoshop tricks I’ve learned. One of my favourite industrial designers is Dieter Rams. I love his ten principles of good design, especially this: “Good design is as little design as possible.” Less design, but better - because it “concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity”. Back to simplicity, but not to instant. Apps that lay out your pages automatically are like painting by numbers. They're fun, but don't add much value. Help your photographs speak, and tell their story. Happy designing! Best, Heather PS The illustration is an all-time favourite at trade shows. It's from one of our display samples, photography by Johannes van Kan. PPS If you're looking for design advice, do feel free to email the team, and they'll pass it on to me.