make things simple!
complicated and complex issues should be broken down to simple
that are easy to digest for your target group.
the same applies to the media. i prefer natural light
situations instead of high-tech equipment and artificial
settings. this makes the presentation of the project outcome more
authentic and creditable.
the name of this website resumes the following ideas:
light is the
media that allows us to visualize our reality. it
transports information to our eyes, the direct way or through images.
the light documents the transported information on light sensitive
media like photographs.
media that eternalize information for our retrieval at
any moment and for any purpose. it implies an active task of
verbalization or visualization of information.
and finally the mental
aspect. light and pictures enter through our eyes into our brain and
cause connotations. our brain associates those with experiences,
feelings and emotions. the more of those associations we can
stimulate in the target group with our products, the more impact we
achieve. and this is the purpose.