2. Simplicity
Design does not equal flowers. It is not patterns or frilly borders or even abstract lines repeated over and over. Design is a message, not the paper the message is on. You keep design simple, you keep it disciplined with short bursts of color and edges of white space. Design is the foreground, background, color, space, time, letters, lines, and everything around those pieces. The clashing of seemingly unrelated materials can make a more profound and legible message than floral prints with curvy type advertising panties. Design does not occur is a void. It occurs where human beings are, or where they have been. Design HAS TO WORK in it's natural state, in the wind, in all possible scenarios. To be relevant and to work, it must be Universal and understood without hesitation.