To me, Sound Design sells a scene to the audience.  It not only sells it to them, but also for the characters on screen.  You have to make the environment within the screen seem real enough for the actors interacting with it. 

I also try to find that fine line between fantasy and reality when playing with sounds.  When emotional drama is played out on screen, a character could perceive their environment in a totally different way when under stress than when under normal conditions.

The thing to remember is that the screen is a two dimensional medium that tries to sell a 3-D experience.  If you make it believable to the characters on screen and in turn, play with the audience's expectations, I've found that many successful movies follow those guidelines.
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