Understanding and practicing design as an active, subjective and intuitive role within society forces the concept of defining the word, design obsolete. Design is open, flexible and personal. The message relies on the audience for reception and action. This interaction between the message and its visual reception is always changing based on the relationship between the two. The viewer, the audience and their circumstances are always changing, moving and advancing to new angles. Therefore design must be as flexible in order to connect and build a meaningful relationship with its audience.

Design is never defined or controlled.

Design is only defined by those who don't believe in it. Successful communication design is always a reflection of its audience. That target audience controls the subject, the medium and its projected future use, role and implications. Design may influence, may build a stronger sense, but design never defines or controls what us citizens call life — culture, society and personal interests.

Create design that influences attitude, mood and action into a more positive atmosphere to contradict that of massive media. In other words: design for delight.

Young and aspiring. Design reinvents its relationship with abstract experience and personal intuition. In other words: design is ever-changing its role in our lives through new mediums and consequences. Twitter is a great example of this concept.

Today we live in the fast lane. Everything happens too slow. Where every breaking news story is yesterday information by lunch time. Activating your visual landscape will resolve the issue with retention and attention. You may only have several seconds to grab someone's attention in any medium.