We live in a graphic savvy culture. Design infuses everything from the gadgets we use to communicate and play, to the clothes we wear, to the bottle our shampoo comes in. Every brochure we pick up, every ad in a magazine, every commercial on TV is designed. It is said that the average person now is exposed to more than 3,000 images a day.
But just because we eat every day doesn’t mean we know how to cook.
(Excerpt from Logo Theory: How Branding Design Really Works, Section 5: Basic Principles of Design)