On Various Matters by Vladimir Krichevsky

«

Twenty years ago, the word “design” was spoken like a magic spell, juxtaposing “nothing unnecessary” and “everything thought through” with the flabby graphic reality. Today, design is in the hands and mouths of everyone. This encourages me, an incorrigible idealist and maximalist, to speak about the ideal in the profession. As you may have already guessed, this will be about graphic design. <...>

This little book is not a textbook. It is not about the proper serifs and margins, not about harmonious color schemes or ways of overcoming optical illusions, not about design methodology, styles, clever “tricks,” or biennial triumphs, but about everything behind these elements—what’s worth reflecting on before picking up a pencil or mouse. I’m interested in the circumstances of the emergence, existence and illumination of graphic design, the entire range of its products. I don’t need to separate designers from clients: both parties (together with printers and distributors) work together on the same task and, mind you, are almost always worthy of each other.

Confidently discussing the ideal, I mean the wonderful profession where everything is possible and practically easy to achieve. It only requires a conscious will to professionally define oneself and creative freedom.

»

From the book “Ideal Design”