Tobias discusses the tension between following established design rules and trusting one's instincts in creative work. While acknowledging the importance of design fundamentals, especially for novices, it's argued that over-reliance on rules can lead to predictable and soulless outcomes.

Key points

  • Design rules provide a foundation but can limit creativity if followed too rigidly

  • Mastering fundamentals is essential before breaking rules effectively

  • Experienced designers often rely on instinct and emotional resonance

  • "Heart-led design" can create more impactful and resonant work

  • Data-driven design and strict adherence to rules can lead to predictable outcomes