Design 101
Design 101
Out of context: Reply #22
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Tell them that design selects an audience. At the core, it's planning for a desired outcome. Bad design, i.e. bad planning, selects the wrong audience.
Tell them that typography matters because great words deserve great letters.
Tell them that design expertise and excellence requires a mix of intuition and analytical problem solving. It's not wallpaper.
Whatever you tell them, keep it short and sweet. Make it a little less terse than what I just wrote. Make it visual. Many images and few words. And above all, make it accessible. Don't use this opportunity to justify your existence.