Premise #1:
Design is Concentric.
There are people in this world who will say, “Concept is the center of Design.” There are also those who will say, “Type is the center of design,” or "Color is the center of Design." The truth is, design has multiple centers. They are all related. They depend on one another. You cannot do anything without a concept. However, you cannot design without type.
Premise #2
Photoshop is NOT a Concept.
This is not completely aimed at Adobe Systems's fine product. The point is, there are many things in this world that are nifty. That does not, however, make them concepts. Claymation, Celebrity Spokes Persons, 3D Logos, and being on the West Coast are also NOT concepts. Really, they aren't.
Premise #3
There are Rules for a Reason.
Just because you don't HAVE to follow the rules doesn't mean you don't have to know what they are. Design is like writing. There is proper grammar, and then there is style. Just because there is room for local color, doesn't mean you don't need to know where to put the periods. |
Premise #4
Design is Not Art, and Vice Versa.
Art is Art. Design is Design. You diminish them both by refusing to recognize their differences. Art is just as important as Design, and vice versa, but they are not the same thing.
Premise #5
Make Art.
Well, if there is going to be an argument about whether design is art, add fuel to the fire. Design some art.
Premise #6
Constrain Yourself.
Sometimes too much freedom causes the problem solving muscles to atrophy.
Premise #7
Good Design will Not Scare Your Audience.
Good Design does not mean flashy design. It's true that sometimes looking too polished can scare people, but that doesn't mean that the type shouldn't be well set.
Premise #8
Clarity is next to Godliness
The primary point of design is to communicate. Design should not be merely adornment. It not only has to clearly make its point, but it has to enhance the audience's understanding of that point. |