The consumer buys products and brands, not creative briefs
or research data.

The package is often the brand, but a brand doesn’t always
want to live in a box.

You have about one second with your audience to get it right,
or, indefinitely wrong.

Products are invited as guests in our homes, and they are the
first to leave when they don’t behave.

Knowing what you don’t know is half the battle, forgetting what
you do, is the other.

One brilliant word is worth a thousand pictures. One powerful
image cannot be explained.

Elegant ideas are almost always inelegant in their conception.

Good design can be subjective, good communication never is.