I believe the best examples of advertising and graphic design are those that have solid idea behind them. That’s the essence of my approach to design work and teaching. In the 21st century, where the technology seems to change faster than people can react, we’ve developed a culture that is dazzled by special effects. But if you don’t have an idea, if you don’t have a concept, you really don’t have anything to say. And that means you don’t have anything to communicate. If an ad or a design doesn’t communicate, then it loses its reason for being. – Ron Roman