Designers are poets and pragmatists.
They endeavor to identify the truth of an idea, to locate the story behind the story, remembering there is never just one; remembering that truth is plastic.

Language serves to elevate and embolden the conceptual argumentation behind the design. The more finely crafted the writing, the extent to which it is infused with the stuff of poetry, image-rich and forceful, the more full-bodied and resonant the design.
Meghan Ferrill