"The minds eye has been activated." I found the most interesting portion of Frazier's article to be his poetic discussion of the importance of the symbol as an almost magical prompt for instant understanding. He explains that a simplistic well designed symbol is superior to a lavish frilly representation--quick retrieval, convenience, genius branding-- yet warns us about being too obvious. Wit is mentioned again and again. Do not clumsily beat your audience over the head. Make your viewer use their gray matter. They will thank you.
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