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“Designers can adaptto the complexitiesbut only if they learnto integrate theirown methodologies,and create notaccording to stylebut principles.”- Willi KunzWilli Kunz working in The Willi Kunz Studio
CHOICE INTYPOGRAPHICDESIGN(53)Willi KunzTYPOGRAPHY: FORMATION + TRANSFORMATION,WILLI KUNZ (2003)For every project, the purposeof the communication mustbe first established and aconceptual framework created.With these in place, typographicprinciples and the nature of theinformation provide the basisfrom which to explore differentvisual approaches.The difficultyis not only creating the conceptbut also in realizing it. Theargument for any design shouldbe based on communicationgoals rather than aesthetics,which of course does not meanthat aesthetics are unimportant.Typographic principles laythe groundwork for any gooddesign. All processes dependon a set of principles, rules,or guidelines in order tofunction. Guidelines do nothave to be stifling. To work ona tightly defined problem ismore challenging, and moreexciting, than working on aproblem without constraints.What initially appears to beconstraints can also lead tounexpected solutions. Usefulas a program is, however,it alone cannot guarantee asuccessful outcome. Intelligence,talent, inspiration, and hardwork are necessary, as is athorough understanding of theinformation to be represented.To realize the concept andmeet the project’s objectives,different visual approaches maybe explored. The microaestheticlevel of a design can becontinually refined and affordsthe greatest opportunity forimproving the quality andexpressiveness of a visualcomposition. The microaestheticlevel also gives the designer acertain degree of freedom togo beyond resolving only thetask at hand, to express his orher own sensibilities. Ideally,the combination of macro- andmicroaesthetic componentsforms a synthesis: a convincingdesign solution for a specificproblem. After many years ofworking with the computer,I still find pencil sketchesthe most efficient means ofdeveloping conceptual studies.The computer, however, isirreplaceable once the projectis past the basic conceptualstage. Many design variationscan be developed and editedwithout the waste of materials.Unintentional commandsmay lead to unexpected newdirections. In realizing theoriginal idea, the macro- andmicroaesthetics can be infinitelyrefined as the visual expressionevolves to meet the objectives.Whatever tools are used,a successful solution mustultimately communicate itsmessage and evoke the desiredemotional response.
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