Design touches people on an emotional level, and it takes more than skill to create an effective emotional reaction. It also takes understanding, as creative strategists we think in symbols not words. Words are for reasoning and explaining details, they are more difficult to use and interpret than is generally acknowledged.

Creative work not only comprises the functional process, but adds expression of thought that supplements a sense of luxury to people's lives. It is used to energize, motivate, provoke, influence, inform and inspire with the intent that someone might eventually pay attention to it.