The audience for graphic design is the same audience that will have seen the latest alien movie and the hottest music video with special effects that are absolutely dazzling. How can a graphic designer compete with this magic? We don’t have the technology or the budgets, or the time. If we want to attract attention to our work, we have to go to the other extreme.
We have to go to reality!
We must take a careful look at the real world and, in effect, say to our audience, “Look! have you ever noticed this before? Even though it was right under your nose.” That, to me, is more exciting than the most amazing special effects.
Bob Gill - from his Manifesto entitled, Otherwise forget it