designers use both the right and left sides of their brain.
design is everywhere.
it influences and is influenced by culture.
it is powerful, yet often undervalued.
it is art and design, plus strategy that is used for solving communication problems.
today’s designer must be conceptual.
today’s designer must be strategic.
computer programs are available for a DIY culture, therefore it is no longer possible for designers to hang their hats on modernist solutions.
designers must be versed in marketing, business, culture, theory and research.
design should be grounded in a concept that addresses a strategic goal, produced with an understanding of form and function and delivered with inherent beauty - often in a manner so clear that the audience’s perception is simplicity. how one arrives at that simplicity is the complex process of design.

my guiding principle

according to the artist wassily kandinsky, contrast is the greatest principle of our time. one would not understand day without night, hot without cold, tall without short, quiet without noisy… contrast and its degrees of relativity is the foundation for understanding the materiality of form and thus our ability to imply meaning.

specifically for students

study life. study people. study history. be civically engaged. write to express ideas.
write to prepare for presentation.
write to develop critical thinking and persuasion.
remove the following words from your vocabulary: basic, basically, just, simple.
proofread your work for errors. do not be afraid of technology. do not be afraid to use your hands. either way get your hands dirty.

exploring iterations opens your eyes to possibilities and produces the best solution.
limitations keep you from driving yourself crazy.
understand that organization is your best friend. understanding the organization of your work and then letting yourself be free to break it, is exhilarating.

my courses combine principles of art and design, research, theory, marketing communications, writing, presentation and practice. my professional career operates on these principles. i bring the experiences of my professional practice into the classroom. sara tack