Paul Rand

“Simplicity is not the goal. It is the by-product of a good idea and modest expectations.”

“Without aesthetic, design is either the humdrum repetition of familiar clichés or a wild scramblefor novelty. Without the aesthetic, the computer is but a mindless speed machine, producingeffects without substance. Form without relevant content, or content without meaningful form.”

“Design is the method of putting form and content together. Design, just as art, has multiple definitions, there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.”

“The artist is a collector of things imaginary or real. He accumulates things with the same enthusiasm that a little boy stuffs his pockets. The scrap heap and the museum are embraced with equal curiosity. He takes snapshots, makes notes and records impressions on tablecloths or newspapers, on backs of envelopes or matchbooks. Why one thing and not another is part of the mystery, but he is omnivorous.”

“Everything is design. Everything!”

“So that is the design process or the creative process. Start with a problem, forget the problem, the problem reveals itself or the solution reveals itself and then you reevaulate it. This is what you are doing all the time. ”

“Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.”

“You will learn most things by looking, but reading gives understanding. Reading will make you free.”

“Don't try to be original; just try to be good.”