Some may ask why do we design? What really makes our design work? When a designer can produce effortlessly, the goal of design is achieved. This is a universal principle that is not limited to digital media, craftsmanship, or any other design method. In today's era, typography has come a long way in terms of its development and the technologies used. Other than that, things continue to evolve, however, some things will always remain the same. “Words in art are words. Letters in art are letters. To write in art is to write” – Ad Reinhardt (1966) (Morley 2007: p6) When it comes to designers and their work, in aesthetic theory they generally perceive themselves as initiators and will avoid forever to be followers. In a critical essay by Chuck Byrne and Martha Witte on understanding deconstruction, they state: "Most are loath to admit that they are influenced by much other than their own inner creative resources." (Bierut, Drenttel, Heller, Holland 1995: p115) Today's designers and experimentation, what advantages do they have now that they could not before? Chuck Bryne and Martha Witte also state: “Today's technological changes in typography have been brought about by the personal computer. Relatively inexpensive and easy-to-use desktop publishing equipment and software have given designers who choose to take advantage of them direct control over typographic layouts that previously depended on expensive typesetting techniques or laborious manual labor. The computer's ability to allow low-cost variations gives the designer the freedom to experiment until the page looks "right", whereas previously, tried and tested formulas were required to...... middle of paper. .... always have some sort of influence behind everything they produce, even in the smallest details. There are so many things that can be done with type, including complex lighting, different textures/media to build surfaces, and manipulation of letters/shapes. Each work of art manipulates the medium to its limits, constructing a truly beautiful work. Location is also key, as some designers demonstrate this in a positive way and adapt their work to their surroundings, for example Figure 1 from my catalog essay. Designers can truly interpret what they feel through their own work, which leads to one of the main reasons we design, because we know that we have complete control to empower certain aspects of our lives and that as designers we can acquire a kind of pleasure. through this, along with comfort, strength and more, we can thrive to the best of our abilities..