Vignelli starts off by giving the reader an insight to design and how he uses new techniques to challenge himself. Which is why he created this book, so others could challenge themselves when talking about design. He goes right into the 3 aspects he believes are the most important: Semantics, syntactics, and pragmatics. For me, I was able to relate more to syntactics and preferred learning about it. Vignelli talks about how it is art, and that uses the base definition of syntax: the discipline that controls the proper use of grammar in the construction of phrases and the articulation of a language, design. The very details in a picture are really important, for example a text that are different sizes can signify many meanings. A bigger text can be more important than a smaller text, because in the human eye, our eyes will automatically go to the bigger text.

For design we need to have discipline, if you have no consistency it will look sloppy. I really took this into consideration because I never really think about doing this with my designs. But I also came across the question, that what if you want to make your design look sloppy. How would someone know the difference? Another aspect that really stood out to me was visual power. This kind of goes back to talking about the bigger texts, Vignelli mention”difference of scale within the same page can give a very strong impact.”A text of pictures that appears to take up more than a half the page is going to be more significant then one that is the size of my thumb. When something is bigger or just looks better it gives the reader more of an incentive to read it.

Apart from the aspects Vignelli points out the tangible parts of design. Who knew that a paper size was so important to a design!