The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.

Donald B. Calne, renowned neurologist

For better or for worse, in visual culture we judge and are judged by appearances

Kim Golombisky & Rebecca Hagen, design authors

The responsibility for clear communications lies with you

“If some people find it unclear, it’s unclear. If you find it clear and someone else finds it unclear, it’s unclear. The responsibility for clarity of comms is with the communicator not the recipient.”

Vic Polkinghorne, Founder – agency WeAreSellSell

In advertising, we don’t buy attention. We simply buy the right to earn people’s attention.

Mike Follett, Managing Director – Lumen Research

Be different and distinctive

“The more people that do the same thing, the less different and distinctive it becomes. And the less different and distinctive it becomes, the less effective it is. And that’s a real imperative towards innovative thought and innovative action.”

Murray Calder, strategist

We don’t want to push our ideas on to customers, we simply want to make what they want.

Laura Ashley, fashion and home design legend

An idea is anything that changes the selling message from mere information to persuasive communication

Suzanne Pope, advertising expert

Trial and error is good, but not forever

“By definition chance cannot lead to long term gains (it would no longer be chance); trial and error cannot be unconditionally effective: errors cause planes to crash, buildings to collapse, and knowledge to regress.”

Nassim Taleb, highly regarded scholar & statistician

My philosophy about advertising is rather simple. I believe in giving consumer the facts about the product and making those facts fascinating.

David Ogilvy, advertising legend

If people can’t understand it, it’s not working

“Information design is presenting information in a structured way to effectively communicate a particular subject with clarity and efficiency.

Don’t just tell when you can show … but, in successful visualisation, seeing must lead to understanding. And, as in any other medium, it much engage, inform and inspire us.”

Graham Roberts, Senior Graphics Editor, The New York Times