Design must seduce, shape, and perhaps more importantly, evoke an emotional response.

Greiman frames design as an active, persuasive force rather than mere decoration or problem-solving. “Seduce” suggests attraction and invitation—design draws viewers in through form, color, rhythm, and novelty. “Shape” points to design’s structuring power: it organizes information, guides attention, and influences understanding and behavior. Her emphasis on “perhaps more importantly” elevates affect over function, arguing that lasting communication depends on feeling—curiosity, delight, trust, urgency—because emotion anchors memory and meaning. The quote aligns with Greiman’s broader challenge to strict modernist neutrality, implying that effective visual communication integrates sensory experience, cultural resonance, and human psychology, not just clarity and order.