Milton Glaser, one of the most influential graphic designers of the 20th century, believed that graphic design should be functional, emotional, and accessible. While he didn’t establish a rigid set of “fundamentals” as universal rules, his ideas revolved around the following principles:
1. Design is about communication
Glaser saw graphic design as a way to convey ideas clearly and engagingly. To him, good design wasn’t just aesthetically pleasing but also effectively communicated a message.
2. Design should evoke emotion
Glaser believed that powerful design creates an emotional connection with the audience. He emphasized the importance of using visual metaphors, colors, and typography to evoke feelings.
3. Less is more (but not always)
While minimalism is a valid approach, Glaser argued that design doesn’t always have to be simple—it should be appropriate for its purpose. If a project required complexity to tell a story, it should be visually rich.
4. Design should be based on intuition and culture
Glaser maintained that designers need to absorb culture, history, and art to create meaningful work. He believed intuition, fueled by cultural knowledge, was a crucial part of the creative process.
5. Design should be timeless
He rejected design that was merely based on fleeting trends and believed that a designer’s work should remain relevant over time. His own work, such as the iconic “I ❤ NY” logo, is an example of timeless design.
6. Mistakes can be a creative tool
Glaser encouraged designers to embrace mistakes and experimentation. He saw errors not as failures but as opportunities to discover new approaches and unexpected visual solutions.
7. Design is about creating meaning
More than just making something beautiful, graphic design should have a clear purpose. Glaser believed that designers have a responsibility to create work that has impact and contributes to society.
These principles are evident in his work, which balances art, functionality, and emotion—always with a touch of originality and boldness.
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