Design follows a steady set of rules, while creativity is boundless. Commonly accepted guidelines exist governing balance, proportion, scale, etc., but creativity is the new, the original, the innovative, and the progressive. Breaking the rules of design (too much), as well as sticking to the cliché (too much), results in work that is predictable—a code for “boring.” But sticking to the rules of design, yet allowing yourself unlimited creative freedom within those boundaries results in work that is both novel and aesthetic. Design is like the inch marks on a ruler, but creativity is the infinite number of fractions in between. An inch can be divided in half, in quarters, in eighths, in sixteenths, in thirty-seconds, in sixty-fourths,… in millionths, in billionths, etc. Creativity and design will always go together, hand in hand.
—Elio L. Arteaga