When we communicate by speaking, we take into account: our audience, tone of voice, setting, things our audience likes and dislikes (avoid the things they dislike or might remind them of things they dislike)...and most importantly- we have something we want our audience to hear. All these things translate into visual communication as well.
That's good design: make our audience hear what we have to say by looking. Without distraction.
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"The life of a designer is a life of fight. Fight against what we witness just like a doctor fights against a disease. For us, visual disease is what we have around and what we try to do is to cure it somehow with design". --Massimo Vignelli (from the Movie HELVETIVA)
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