Inform : graphic design focuses our eyes and mind on what is already instinctively hardwired Advocate : the language of advocacy has a common goal: alter behavior and act upon instincts, whatever the outcome may be Play : play adds dimension to design, enabling the viewer to have more active participation in it Caution : cautionary messages force the receiver to go somewhere or do something to avoid dangerous consequences Entertain : much graphic design cannot afford neutrality; it must grab attention in crowded environments Express ; a manifesto should be a declaration of war against complacency At the very least it should trigger thinking Educate ; graphic design arguably is itself a grand portal to the process of education Transform : transformation is not more than making the real abstract and vice versa It is about taking something familiar and making it serendipitous
