I'm often disappointed with the designs I come across. Be it in the form of article titles, user experience in mobile applications and websites, 'how to' guides on product packages, recipe listings, etc.

As humans, we cherish stories and conversations. We appreciate variety in consistency. And we like being the centre of attention.

These are my guiding principles for design.

An article is the medium for a writer to converse with his audience. A website is the front for what a product wants to talk to its customers about. And every single time, it is a human on the other side interacting, irrespective of who or what she is doing it on behalf of.

This means there is always the opportunity to make a difference.

You can either use popular design templates like ' ways to do ' to draw in audiences or you can use your conversations to draw them in.