“The way you approach and deal with the specificities and issues of the form you are working on has become, in time, a characteristic of your aesthetics, or to put it simply, a part of your authorial language. When for years one does editorial design, ones starts to think like that too: what is seen at first sight, how to involve the reader into a story, where is the beginning, what is the most important information, hierarchy, is design presenting the content and similar. However, that is often the case of a game of “wrong form”, when for example you design a poster that looks like a tram ticket, likewise a newspaper page can be a poster, a book cover or a festival flyer” – INTERVIEWED BY: MARKO GOLUB