“Good design at least part of the time, includes the criteria of being direct in relation to the problem at hand–not obscure, trendy, or stylish. A new language, visual or verbal, must be couched in a language that is already understood.” – Ivan Chermayeff

Ivan’s quote appears in the book Graphic Design in America: A Visual Language History by Mildred Friedman.

1. Designs should be informed, but not solely determined by user experience data.
2. Creating visual imagery is a state of mind
3. Design is the foundation of all the arts
4. Design helps to create entirely new market niches and even new product categories
5. User experience is the summation of considerations across UX disciplines