I really enjoyed reading this excerpt on the fundamentals of design. It laid out the important steps that one must take in order to create something visually pleasing and conceptually powerful. The chapter starts off by explaining how critical an overall concept is when thinking about your design. It is useless to create design that does not stand for something, mean something, or alter the viewer in any way. If you were to create a poster, you wouldn't just throw random words and phrases on there, you would use intention to create something meaningful. I think this is something that I can work on as a beginner design student. I think intent has a huge part to play in the overall finalized product.
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