"The client didn’t get it:
Every designer has a closet full of proposals that were rejected by the clients.
In many cases they feel like these are their most insightful works.
The reasons for rejection are varied and complex but frequently these works represent the most transgressive and imaginative efforts.
The professional requirement is to succeed, it demands that the work be both understandable and acceptable to its targeted audience.
On the other hand, the imagination feeds on failure and ambiguity, which stimulate the designer’s mind and potentially raise it to a new level of understanding.
Failure and ambiguity are difficult ideas to sell to a client who simply wants to move more cans of tomatoes.”
Milton Glaser
(A graphic design legend)
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