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I'm a big believer in the emotion of design, and the message that's sent before somebody begins to read, before they get the rest of the information; what is the emotional response they get to the product, to the story, to the painting - whatever it is.

There's many ways you communicate. With colour, texture, sound... Even words can communicate.

I think I work much the same way I always have. I'm trying to interpret something emotionally visually. I'm reading the brief or article, or listening to the music, and deciding where that sends me, and what would it look like.

Maybe at some subconscious level, things are done to upset somebody - part of me continues to see no valid reason for many of the accepted rules of design.

Just because something's legible doesn't means it communicates. More importantly, it doesn't mean it communicates the right thing. So, what is the message sent before somebody actually gets into the material? And I think that's sometimes an overlooked area.

Having done a lot of magazines, I'm very curious how big magazines handle big stories, and I was very curious to see how 'Time' and 'Newsweek' would handle 9/11. And I was basically pretty disappointed to see that they had chosen to show the photo we'd already seen a million times, which was basically the moment of impact.

As we get more technically driven, the importance of people becomes more than it's ever been before. You have to utilize who you are in your work. Nobody else can do that: nobody else can pull from your background, from your parents, your upbringing, your whole life experience.

Good things are associated with blue, like clear days, more than singing the blues. Just the word 'blue' in the singular is full of optimism and positive connotation to most people.

I think we've seen a lot of examples of giving a name its own definition in the dot-com world. Amazon, Google, Yahoo - these are names we never would have dreamed major corporations would choose.

Some people hate lime-green; red has all this emotional baggage. Blue seems to be overall one of the more positive colors, and a little more serious than yellow.

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