Jan Tschichold believed that the every essence and basis of New Typography is clarity. He stated that the old style Typographies focus too much on beauty then what is eligible in comparison to the Typographies of today. He believed that in the modern generation clarity serves a greater importance because it is necessary and essential to capturing the attentions of the audiences, especially with the large amount of print seen in todays time. In the reading “The New Typography” Jan Tschichold stated “The essence of the New Typography is clarity”… “old typography whose aim was “beauty” and whose clarity did not attain the high level we require today”.

Karl Gerstner believed that designing means to “pick out” determining elements and combine them. He believed that in design, there is no single outcome, but one which would be best suited for the necessary task/topic. In the article “Designing Programmes” Karl Gerstner states ” There is always a group of solutions, one of which is the best under certain conditions”… “Designing means: to pick out determining elements and combine them.””

Josef Muller-Brockmann believed that a designer’s work should have the clearly intelligible, objective, functional, and aesthetic quality. He suggest the uses of grid, as it shows a certain mental attitude a designer will have for their work, that the grid is a expression of professional ethos.