Design is communication, and communication is the key to a successful product (and a successful business). Design is also an art, but its application should be practical. It should serve its purpose visually. The art should reinforce the message, and never cloud it. Even what is considered 'eye candy' communicates a mood or an identity in the same way as the outfit you chose to wear today.
It is the goal of Krispy Kreative to think logically, while executing artistically.