"Do not discount an idea until you see it realized. You must see it to effectively assess its quality."
Jeremiah Chiu

Giving shape to an idea, regardless of how crude of a representation it may be, allows you to see it. I believe the process of narrowing visual directions excels only when each proposed ideas is given a tangible representation that can be seen and weighed in an unbiased manner against the others.

"Rest and relaxation are no less important for creative thinking than work."
Walter Gropius

Creative problem solving requires energy. Approaching work from a place of exhaustion limits your potential to recognize patterns and relationships. This is a core skill to produce tailored visual solutions. Without this relationship recognizing ability at its maximum potential, the work is more likely to reflect low hanging associations that are more universal than they could be. If the visual solution you have developed could be compatible with another similar entity, you have not pushed yourself.

"The problem contains the solution."
Michael Bierut

I believe that the work of comprehensively defining the design problem should be taken as seriously as the design itself. To design without an objective does not allow you to assess the quality of any proposed solution. A well-articulated design problem statement also has a revealing quality. Max Bill captured this idea well when describing the process for designing the Ulm stool, the seats to be used in the Bauhaus inspired Ulm School. After he described a clear design statement, he said, “given those constraints, those demands, the shape and form emerged almost naturally.

"Writing is not a series of strokes, but space divided into characteristic shapes by strokes."
Gerrit Noordzij

I believe that form distorts negative space, and not that form creates negative space. This way of thinking allows me to be more considerate of the impression that the placement of form is making and whether the resulting gestalt is true to my design intention.

"Thoughtful design can make an essential contribution to every level of cultural discourse."
Michael Rock

Graphic design is a form of communication, namely visual. Effective visual communication is becoming increasingly important as attention spans wane. Regardless of what message you deem to be important, I believe your ability to successfully spread that message is dependent on your capability as a designer. This mind frame is a motivational force for me as a designer.

"It is not possible to go forward while looking back."
Ludwig Mies Van Der Rohe

I believe that every designer that wishes to break new ground must familiarize themselves with design history. To familiarize oneself with the broad range of philosophies, executions, and contexts that have led to meaningful design allows one to engage in critical design discourse. Pairing an understanding of the nuances of culture and technological advancement at a given time, an ability to engage critical design discourse, effectively primes one to be able to produce cutting edge outcomes. However, while in the act of design, I believe it is counterproductive to directly reference and pull from any of the pieces that have allowed you to become an informed practitioner. Allowing an understanding of design history to enrich your confidence and conceptual approach will lead us forward, while extracting directly from past work will not.

"It is important to consider what message is visually sent before somebody actually gets into the material."
David Carson

In typography, visual communication begins the moment someone’s eyes meet your page. As Paula Scher says, “Words have meaning, type has spirit. The combination is spectacular.” Being conscious and considerate that an impression is made visually before the material is understood, allows you to more intentionally design the whole experience.

"Ubiquity = Invisibility."
Brian Collins

Visual trends in graphic design spread quickly because of the internet. This results in projects that are different in nature looking the same because similar fashionable visual moves are done to each. Gradually, your tolerance to the barraging repetition of a given style builds and these projects become invisible, as they do not stand out. I believe in designing for your projects to stand out. This is not for the sake of drawing attention to yourself, but rather because every distinct design problem statement should have as distinct of a solution or response.