There are numerous ways of interpreting the visual language. Unlike the spoken or written language of which the grammatical laws are more of less established, the visual language has no obvious laws. Each design theorist may have a completely different set of discoveries.
We must not forget that the designer is a problem-solving person. The problems he is to face are always given. this means that he cannot alter any of the problems but must find appropriate solutions. Certainly an inspired solution can be attained intuitively, but in most cases the designer has to rely on his enquiring mind, which probes into all the possible visual situations within the requirements of individual problems.
Above are excerpts from Wucius Wong’s book Principles of Two-Dimensional Design, which was one of my text books in design school.