Let's imagine, if you will, a world where every graphic design firm relied solely on good faith. A world where designers didn't have to prove themselves before helping win your bid. Now immediately destroy that world because that world sucks. 

When writing about the finer nuances of our industry, we sometimes lose sight of providing the basic groundwork for why you need good design. Whether you're a designer yourself or someone thinking about using (cough*our*cough) graphic design services, here are five important things you should consider about design.

The difference between a good design and a clever design is that the clever one imprints the mind subliminally. Persuasion is born of cleverness, with its repetition that never feels redundant. Clever graphic design knows where its audience begins and ends, influencing her to reach the desired outcome on her own. Such cleverness comes from creativity.