Creative Wavelength

Creative Wavelength

It’s been a weird week here at SG, but some good news: it’s time for another round of Creative Wavelength! These are a few of the cool art-y, design-y, creativity-related things I’ve found around the web lately. Take a look:


Awesome food art by Anna Keville Joyce. I love intricate, quirky pieces like this.




Nature Land Art Installations by Nils-Udo. Otherworldly and earthy at the same time.



Imaginary Currency Leaf Insects and Other Fictional Bugs painted by Takumi Kama


Disrupting the Disruptors. “People are far less enthusiastic about being disrupted than marketers are about disrupting them.” Truth.

On Gendered Book Covers and Being a Woman Designer. This!

The stunning geographic divide in American creativity. Having lived on both sides, I am not surprised by this at all.

An open letter to design students. A good read, no matter your career stage.

Have a cool art project or design think piece you’ve found recently? Share below!


3 Common Misconceptions About Graphic Design

3 Common Misconceptions About Graphic Design

I’ve been a graphic designer for over 10 years now. In that time, I’ve had to explain what I do a countless number of times, and gotten a wide range of responses and reactions. Certain misconceptions about design have cropped up again and again. So I’d like to take a moment to address a few of the most common ones here.

1. Design is just ‘making it pretty’

This is the misconception I run across most often. The problem at the heart of this idea is that design doesn’t have to be traditionally ‘pretty’ to be good design or design that works. The specifics of a project – its goals and audience – might call for something completely different. The intent might be to shock, or intrigue, rather than to just be visually pleasing to some arbitrary majority. In other words, design has a purpose that goes beyond surface visuals. I wrote a whole post about this recently, but basically it comes down to this (to paraphrase what Steve Jobs said): design is not just about how it looks, it’s about how it works and what it’s saying.

2. Design is the same as illustration

‘Design’ is a very broad term, and there are lots of sub-fields that fall under it, each with their own specialty. Just like you can’t go to any person with Dr. in front of their name and expect them to specialize in exactly what you need medical help with, the same idea holds true in design. Graphic design is not the same thing as illustration, or calligraphy, or web programming. Someone who designs fonts for a living probably is not the same someone who can build you a mobile app. A web designer may have no clue how to set up files for letterpress printing. An illustrator who does character portraits probably is not the same person who can typeset and lay out your book’s pages for you. These are all different skill sets. It’s not uncommon to have some slight overlap, especially if the sub-fields are related (example: I do both print design and web design, as they each relate to branding). But, depending on what exactly you need, you may need more than one professional to help you out with different parts of your project. At the very least, you need to be aware that ‘design’ is not a one-size-applies-to-all field.

3. Design is easy because designers are ‘creative’

This is probably the misconception that frustrates me the most. Listen. Creativity is not a magic wand. Design work is still hard, time-consuming work. When was the last time you took an idea that only existed in your head and made it a real, visual, finished thing? Now add in coming up with that solid of an idea in the first place. And then add in making sure it actually works for the goals and audience of your client. And add in the budget realities of your client if it’s something that needs production or printing. Does that sound easy? No. And this doesn’t even take into account the technical know-how that takes years to develop, and is constantly being added to. So next time your instinct is to dismiss design as ‘not a real job’ or ‘something anyone with Photoshop can do,’ take a second to recognize how much unseen work goes into that finished design.

Honestly, this post could’ve gone much longer, there are that many misconceptions about what I do for a living. But the above 3 are by far the ones I have to deal with most often.

Have you fallen prey to any of the above? Are there common misconceptions about your job or industry?

Color Theory: Purple

Color Theory: Purple


Color Wheel Tier: Secondary.
Tonal Value: Cool.
Complementary Color: Yellow.

“I think it pisses God off if you walk by the color purple in a field somewhere and don’t notice it.”
— Alice Walker

Purple is a quirky color.

It is the color that occurs least often in nature. And unlike violet (its slightly blue-er counterpart), it exists in culture and art, but not in optics. It does not have its own wavelength of light, and only exists as a combination of the red and blue spectrums. Perhaps because of this, purple is the hardest color for the eye to distinguish.

It has also, historically, been a hard color to reproduce. In ancient times, there was a deep, rich dye made from a snail that became known as Tyrian purple. It had a very involved process that yielded very small amounts, making it the most rare and expensive of colors for clothing. For perspective, when a German chemist tried to recreate this dye in 2008, he needed 12,000 snails to create just 1.4 ounces of dye, only enough to color a handkerchief. !!! Naturally, royals and rulers the world ’round adopted it as their color, as a status symbol. When mankind first ventured into synthetic dyes, purple was the first shade created (mauveine, aka, mauve). It’s never quite lost its ties to luxury and wealth, though. Take a look at any set of poker chips: purple is the color of the highest denomination chip.

Here’s a broader look at this color’s different connotations:

Meanings / Associations


Wisdom / Meditation / the Subconscious
Courage / Dignity
Balance / Calming Effect
Creativity / Individualism



Luxury / Royalty / Rarity
Spirituality / Supernatural Energy
Ritual & Ceremony / Mysticism
Mystery / Magic
Grapes / Eggplant / Plums
Women’s Suffrage / Feminism
LGBT Community / Sexuality
Perfume (violets, lavender, wisteria)
Amethyst / February



Conceit / Vanity
Mourning / Death (U.K., Italy, Thailand, Brazil)
Psychedelic Drug Culture


Purple also happens to be my favorite color: a nice, deep aubergine, to be exact. But, because that wasn’t a good fit for my business (I don’t specialize in luxury businesses or spirituality, for instance), I reserve it for my personal use and not my studio branding. My phone case is purple. So is my laptop skin. I write in my freelance planner in purple ink. My dog’s collar is a nice plum. I strongly considered buying a car this color, but Hyundai had discontinued the shade I liked. You get the picture. 🙂

If you want to see more examples of the many ways it can be combined and used, check out my color board on Pinterest.

What do you think of purple? Luxurious in the best of ways?


Shopping For a Website is Like Shopping For a Table

Shopping For a Website is Like Shopping For a Table

Here’s a question I get a lot:

How much does a website cost?

This is usually from small business owners who are shopping for a website designer, and just want quick price quotes to compare. And I get that. The problem is that their question is too vague to be able to give a definitive answer.

In order to head-off this question, I want you to keep something in mind, all of you small business owners out there: Shopping for a website is like shopping for a table.

I know, that doesn’t seem like an obvious comparison, but bear with me. The things you need to consider when you are picking out a table are the same things you need to consider when shopping for a website for your business. Here’s what I mean:

What do you need it to do?

If you tell a furniture salesperson that you need a table for your living room, that’s not enough detail for them to figure out what you want. Are you looking for a coffee table to hold drinks, remotes, and books? An end table to put a lamp on? A console table as a focal point? Do you need something that doubles as a desk or workspace? What you need the table to do makes a big difference in the kind of table you end up choosing.

Websites work the same way. If you approach a designer and simply say “I need a website for my business,” that’s not enough information. What do you need the website to do? Is it simply informational so you have a web presence? Do you need complex contact forms, or to show off a portfolio? Do you need to showcase other types of files, like video or music? Is it simply a landing page for people to sign up for your newsletter? Is there any e-commerce functionality? Do you need something you can run yourself, with a nice admin interface? Do you need a blog? All of these details can change the scope of work, and so change the project price.

How big do you need it to be?

You pay more for a dining table big enough to fit 20 people than you do for the little end table that goes to the side of your couch and is a foot square. The same goes for websites. A simple 5-page online brochure site is going to cost a lot less than your huge Amazon-equivalent e-commerce site. As it should. I can’t even imagine the teams and teams of people it would take to get a site like Amazon built and running smoothly. And all of those people would need to be paid, aside from the value of the final delivered website. You can bet that project price would be appropriately huge. In contrast, a small business site that just needs to have a few pages of copy and a quick contact form wouldn’t take nearly as much manpower. From a designer’s standpoint, knowing how many pages will need to be set up initially (and whether they need different layouts for different types of content) is a key detail in putting together a quote.

What level of quality and customization are you looking for?

Just like there’s a difference in pricing between an assemble-it-yourself Ikea table, and something hand-carved from 100-year-old oak just for you, the same is true for websites. The quality and effort involved make a BIG difference in the price tag. What level are you looking for on your website? Also, what can you afford? Having champagne tastes on a beer budget is a problem in the design industry, too. Asking for a completely custom-from-the-ground-up site when you can only afford an off-the-shelf template is wasting everyone’s time. Pricing does range quite a bit, but as a general rule, the more custom and high quality you want, the higher the price tag will climb.

Not having a plan can backfire.

Have you ever gone to buy a desk or a side table, and didn’t bother to measure first? And then ended up with something that didn’t fit the space, either jutting out too far or not fitting into the space to begin with because it’s just an inch or 2 too big? Yeah. The same thing can happen with your website. It won’t be a physical problem, clearly, but you can certainly end up with a website that isn’t a good fit for your business. It might not have the features you need it to, it might be annoyingly hard to update, it might just be ineffective as a marketing tool. Maybe you didn’t account for mobile users, and it just doesn’t function on a phone. There are so many details that can go wrong or simply be overlooked if you don’t think about them beforehand. You need to plan for your online space as much as you plan your real-world living space.

Bottom line: you need to have a long, hard brainstorming session about what you need your site to accomplish and how it needs to work for users before you go shopping for a website.

Then, when you ask a designer to provide a quote on building your new website, share that info. They’ll be much better equipped to provide an accurate quote, and you’ll be much more likely to end up with a website that fits your business.

I’m curious: what would the table equivalent be for your business?

I like to think of mine as a mod, arty coffee table.

Creative Wavelenth: Instagram Edition

Creative Wavelength: Instagram Edition

Time for another Creative Wavelength round-up! It’s been awhile since I shared some of my Instagram favorites, and I have a whole new batch for you to check out. These people are all doing wonderful, beautiful, creative things, and documenting the process for our enjoyment. Take a look.

Full disclosure: these are not straight screenshots, I cherrypicked what ‘grams to show based on what I’m most a fan of.


willowmarkworks: delicate and beautiful watercolors. I’m in awe of her blending skill.



rinneallen: found objects and pieces of nature captured in an ethereal way. She also does beautiful cyanotypes.



liaselina: gorgeous earthy mini scenes. Also an illustrator, but I just love her photo styling.



calligraphycult: her calligraphy is great, too, but I particular like the watercolor and metallic experiments she’s been doing lately.



flora.forager: whimsical scenes entirely made from petals and parts of plants.



fortythirdplace: intricate mosaic woodwork. I love well-done woodwork, and this account documents the process, too, which is cool.



linesacross: her current 100 Days of Rainbows project can’t help but cheer you up.


⇒ And of course, you can also find me on Instagram, over at studioguerassio.

What are your favorite creative accounts to follow on Instagram?

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About Amanda


Amanda Guerassio

From freelance designer to studio owner, I've been a self-employed, independent graphic designer for over a decade. I love helping people find the right visual voice for their businesses and projects. Let's talk!