"There is nothing worse than a brilliant image
of a fuzzy concept."
—Ansel AdamsConcept is the most important factor in making good design. I believe that you can have all the talent in the world, and it won't do you a lick of good if you don't base your design on a solid and well-researced concept.
One of the reasons that I am so proud to be a part of the Auburn University Graphic Design program is because of the faculty's insistence on teaching design fundamentals and the necessity of concept development skills.