I’ve decided to start dedicating posts to captures of ideas, and thoughts from other designers that intice my thought and bend my brain a little. I’ve dubbed this series (” “s) (quotes) The first one, of course, is from Paul Rand -
“The designer does not, as a rule, begin with a preconceived idea. His idea is the result of subjective and objective thought, and the design a product of the idea. In order, therefore, to achieve an honest and effective solution he necessarily passes thought some sort of mental process … Consciously or not, he analyzes, interprets, translates … He improvises, invents new techniques and combinations. He coordinates and integrates his material so that he may restate his problem in terms of ideas, pictures, forms, and shapes. He unifies, simplifies, eliminates superfluities. He symbolizes … abstract from his material by association and analogy. He intensifies and reinforces his symbol with appropriate accessories to achieve clarity and interest. He draws upon instinct and intuition. He considers the spectator, his feelings and predilections.”
Paul Rand
I think that the end, considering the spectator, is probably the most important aspect of this quote. In order for me to be completely satisfied with a job I have to like it, the client needs to love it and there needs to be feeling behind it. It’s true as rain needs clouds that if you as a designer feel like something you’ve created is worthy of being seen by the eyes of others then chances are you’re going to get a response whether it be praise, disapproval, sometimes you’re even looking for that negative reaction. But that’s just my opinion.
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