“The designer is primarily confronted with three classes of material:
a) the given material: product, copy, slogan, logotype, format,
media, production process; b) the formal material: space, contrast,
proportion, harmony, rhythm, repetition, line, mass, shape, color,
weight, volume, value, texture; c) the psychological material: visual
perception and optical illusion problems, the spectators’ instincts,
intuitions, and emotions as well as the designer’s own needs.”