Better Graphic Design
http://www.experiencethread.com/articles/intel_artcl.cfm?article=21

Acosta, Maria
Thread Information Design
2003

Abstract:

Graphic designers are asked to perform the difficult task of being creative every single day. Often, our main priority is to feed our client's fascination for originality. We experiment with colors, composition, typography, and photography in order to deliver an original visual solution. This sort of free-ranging experimentation is often the expectation of graphic designers. However, this approach is becoming less and less effective.