One-liners work one time only.

Two-liners often work more than once —to know this is important. Design is only as good as the idea behind it. —Many things beautiful often seem irrelevant, and formal choices render meaningless when separated from a concept.

Design is only as good as it is being recognized —work that is not seen cannot communicate a thing and originality, wit, and surprise are sometimes the only differentiation between something and nothing.

Design means also consistency and integrity —something easy to sense but hard to see. When we see it it is often redundant. Clichés and obvious visual references work in similar ways than redundancy: they generally don't work.