According to “The New Typography” by Jan Tschichold, clarity should be the most important aspect when coming to design. This was interesting to me because it opposes the old way of typography at that time, who held “beauty” to a pedestal, Tschichold believes that the most essential aspect of the new typography is its clarity; this should be the design this way. He believes this is important because of the vast number of prints being manufactured in our world today. Tschichold new form of design involving “high level” clarity in typography was impactful in the way that it made it easier, quicker and more proficient  for the audience to intercept a message. He believes that this view of design should be the new way going for it.

Karl Gerstner took a systematic approach when coming to graphic design, as a boy longed to be a chemist, he incorporated science into his design; merging them together. He invented a comprehensive system that focuses on design solutions, for all different types of design problems. Gerstner was also a believer of technology, his method of creating solutions was based on the idea that “for no problem (so to speak) is there an absolute solution”; he understood that there is not always one fix to a problem, there is always a group of solutions that can be executed, one better than the other depending on the situation. The “morphological box” was the name of his invention. He also believes that analyzing the problem is part of the solution aspect. Lastly, Gerstner states that the word “designing” means to pick out determining elements and merge them. He believes the creative process of design should be reduced to an act of selection.  

Josef Müller-Brockmann was a constructivist and a futurist, his main focus was towards the new grid system. He used the grid system as an instrument to create order within his designs. “He took design elements that were subjective, irrational, and chaotic and brought them under tight, measured control”. Müller-Brockmann believes that working with the grid means one has to abide by particular systematic and mathematical laws; in order to achieve professional success. He thinks this should be the way to design going forward. Müller-Brockmann also thinks about the future when he designs, he ponders on how his design is going to help move the world forward, he would  like his work to be a contribution to society, enhancing the world going forward. Moreover, he uses the grid system to take the design industry to the next level. My favorite take from this reading was “every visual creative work is a manifestation of the character of the designer. It is a reflection of his knowledge, his ability, and his mentality”.