“…cultural awareness (you can call it research, if you like, but it’s really something larger) ranks higher than technical ability and academic qualifications in the designer’s portfolio of attributes. When the British writer lain Sinclair was asked if he did research for his books, he replied that his whole life was research. I can’t think of a better adage for the modern graphic designer. Without constantly scanning, scrutinizing and absorbing what goes on around you, you cannot become a successful designer.”-Adrian Shaughnessy, How to be a Graphic Designer, Without Losing Your Soul
