Ed Fella in his master’s thesis (Cranbrook, 1987)

“Design is assigned sign, playing air art with no caution but obedience, posing ordering systems as explanations and indulging the same self anew, while attending and singing in strict construct.”

Explained by Vincent A. Carducci in his article “Spider’s Stratagem: The Deconstructive Web of Edward Fella” for Detroit Focus Quarterly

“In contrast to art, the contingencies of design are blatant. It is clearly in the service of media as an ideological disseminator. The designer is beholden to the client. Design is “air art,” that is a simulacrum of “real” art. It plays with no caution but “obedience” — it is “free” only within certain limits (“good taste,” “mass appeal,” etc.). Its “freedom” is couched in notions of “expression,” “creativity,” “originality,” etc. How, then, does one practice design?”

Basically, I like Ed Fella… I like how he thinks.