Don't try to be original; just try to be good.

You will learn most things by looking, but reading gives understanding. Reading will make you free.

Simplicity is not the goal. It is the by-product of a good idea and modest expectations.

Providing, meaning to a mass of unrelated needs, ideas, words and pictures - it is the designer's job to select and fit this material together and make it interesting.

Art is an idea that has found its perfect visual expression. And design is the vehicle by which this expression is made possible. Art is a noun, and design is a noun and also a verb. Art is a product and design is a process. Design is the foundation of all the arts.

The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring.

Graphic design, which evokes the symmetria of Vituvius, the dynamic symmetry of Hambidge, the asymmetry of Mondrian; which is a good gestalt, generated by intuition or by computer, by invention or by a system of coordinates, is not good design if it does not communicate.