unless the design function in business bureaucracy is so structured that direct access to the ultimate decision-maker is possible, trying to produce good work is very often an exercise in futility. ignorance of the history and methodology of design — how work is conceived, produced, and reproduced — adds to the difficulties and misunderstandings.

design is a way of life, a point of view. it involves the whole complex of visual communication: talent, creative ability, manual skill, and technical knowledge. aesthetics and economics, technology and psychology are intrinsically relate to the process.