Many a times the “layman” decides that it is merely a super “wow” graphic that wins that game. This is not true. It is the spirit, message and story that count. Just look that any design or publication that speak to you right away and/or over time. It is never a frivolous attempt. It is always a result of understanding and clarity. Above all, thought.

It therefore irks me whenever I try to get away with “wow” without thought. This is no “wow”; just self-deceit.

I remind myself constantly — to every proposal, there must be a purpose, whether articulated by the client or agency. Given the purpose, every proposal must carry a concept, no matter profound or simple, or both. Every concept bears a spirit, carries a message, tells a story. Story of the subject, the champion and the creator.

Let’s keep the romance of design alive, along with the economics and political correctness. The world and our ingenuity are big enough to stomach all these and more.