The Pepsi pdf is funny. Is it a joke? The text almost reads like it's poking fun at some of the design basics but at the same time a bit of is sensible (but still funny). I call spoof.
Every so often, the board of directors at a company will get an idea going that the brand image must be updated for no good reason other than they think that new equals better. Usually the result is very, very obviously a product of it's time, meaning it will have the hallmarks of what's 'in' during a particular decade... But I'm heading dangerously toward industry chat and jargon now, so I'll drop it now.
QUOTE (Hairpin @ Oct 20 2009, 19:36)

Design discussions with designers are quite funny, I have to do that every week at work. They have this thing about what is right and what is wrong and they base it on rules that only designers understand. I do understand enough to know they are right though, although I still never know why.
Yup, we do have our own set of rules, just like any other profession but what looks good is fairly universal; no one needs training to be able to sense when the composition of an image is just off somehow. Where the designer comes in is knowing what makes the difference and how to implement it.