What is your core emotional value? What is your purpose on this planet? Demian Rosenblatt - Graphic Designer

So what are some other ways you can kind of protect the integrity of the design?

So the number one thing I learned to do 10 years in my career was it was very similar. This is why filmmaking was actually a really good start. Because design is that you're still telling a story, right? The medium is very different, but there's still a theme, there's an arc, there are characters that we call typography and color and layout, right? There is usually a three or a five act structure and there's a denouement, there's an unraveling. Everywhere comes together. Now we're used to seeing these things in temporal, you know, time based stories, but this is an internal dialogue that every conscious being does. So in a way, design is literally just a human response to the human need to categorize, identify and define things. Every conscious being goes through those three steps when they encounter anything. Categorize it, identify it, and then give it a name, right? And then usually you'll put a pejorative on that. Is that good or bad? Right. My process is going, unraveling that. When I realized that, I was like, well, okay, just like a story. Like if you're Dostoevsky and you have this like thousand page crazy Russian novel with all these like characters, how do you keep track of all that? Are you some sort of super genius? And of course the answer is no, you can't. What you can do though is at any point in the story, look at one small simple problem. It's like a fractal, one little simple aspect of it and weigh that aspect against the theme of your novel. In my case, I call it the core emotional value of the design. And you know the famous examples, you know, one of my, like Paul Rand and IBM, the core emotional value of IBM, and this is why they have the same logo since the 1940s and it will never go out of style is order from chaos. They've changed their business model. You know, they used to make things, now their services. They may go make candy next year if there's like a need for non chaos order candy. The point is, at any point, anyone at IBM, when they're making a design decision at the simplest level, can come down to some sort of granularity and say, which design decision, which color am I choosing from in some way? Can I objectively say this speaks to order from chaos?