People ask how I became a lecturer in a Typography & Graphic Communication Department from doing a PhD in Psychology. I have many versions of this answer, but there is an obvious connection. All visual material, printed and electronic, is processed by readers and surely this interaction is what designers need to focus upon. It's not the graphic characteristics that matter it's how we perceive those characteristics. I don't mean emotionally, or even in terms of aesthetics, I refer to how we organize our visual world: what stands out, what expectations we have based on past experiences.