I believe that excellent design is fluid, not only in terms of the common connotation of a smoothly flowing substance, but also in terms of the continuous concept of expressive form, organization, and effect. A design may whisper like a smoothly flowing stream, but it can also gurgle like a brook, overwhelm like an ocean, cascade like turbulent rapids, or possess tranquility like an undisturbed pool. Regardless of how it functions, design should engage its viewers and transport them visually from one area to another without deviating from its assigned purpose.

Good design makes this visual flow effortless; excellent design speaks not only to a viewer’s eyes, but also to his mind. The term concept is unfortunately overused, but its importance should not be ignored. Merely arranging elements in a pleasing composition constitutes layout, and many people claim to be designers when they are, in fact, simply good at composing layouts. A graphic designer masters both the composition and its underlying intent. Visual communication is an expression of thought; and whether that thought is poetry or directional signage, graphic design unites both the image and its purpose into a fluid visual expression.