Every element should be chosen to cultivate a specific feeling in the reader. It should take them on a journey, providing an ebb and flow that sustains their interest. It should know when to loud and when to be quiet; when to leave them wanting more and when to spare no detail.

I think a good deck should be deeply personal to both the client and the creative. It should have a flare of personality to it that reflects the uniqueness of the individuals involved in the project. After all, if the client wanted something purely clinical, they would go on Fiverr or use AI. They have come to us because we are the experts, so the deck should reflect what we bring to the table.