"As a designer it's our job to communicate. I find that so much of communication falls into an old version of modernism: informed by machines, very exact, and ultimately cold. Although that kind of communication worked very well in the 20s and 30s when it was new—we've had it now 80 years, at least 40 of which it was the status quo—modernism now leaves a vast percentage of the audience pretty cold. So to bring in a personal point of view or even subjectivity seems to me like a pretty obvious strategy. I am not arguing that every piece of communication should be designed from a personal point of view, but even the type of communication that seems the least conducive to personal communication would work much better were it not done in the standard modernism mode."
-Stefan Sagmeister from 2008 interview