My boss started a magazine about graphic design, and made me managing editor because I read more than anyone else. I was an illustrator at the time. Anyway, having majored in Art History and Fine Art, I had a good foundation for talking smack about design and making it sound logical. At one point I called up a famously crusty old designer who yelled at me for being a left-coast deconstructionist for a while, and then made me promise to write in the language of aesthetics. This article is the result. To post it here, I downloaded a copy from University Of Washington’s website, where they’re still using it as a text nearly 20 years later.