THE RAW AND THE COOKED

This is about the philosophy of the new graphic design. Important for the authors is the short interval between the first eye contact with the designed print work and the reading that follows. What happens in this instant is as critical as the understanding of the written information itself. The visual staging of the message already generates the opinion of the viewer. The starting point of all design has also to be the intended effects. Then specific material, format, harmony, and proportions are defined – design inside out.

Das Rohe und das Gekochte
Judith M. Grieshaber/Manfred Kröplien, Edition Cantz ISBN 3-89322-110-7