"Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated."
"Artistic tricks divert from the effect that an artist endeavors to produce, and even excellent elements such as bullets, arrows, brackets, ornate initials, are at best superficial ornamentation unless logically employed."
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Source: A designer's art. Book by Paul Rand, 1968.
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More quotes by Paul Rand
"Design is everything. Everything!"
"Simplicity is not the goal. It is the by-product of a good idea and modest expectations."
"Don't try to be original; just try to be good."
"Design is a way of life, a point of view. It involves the whole complex of visual communications: talent, creative ability, manual skill, and technical knowledge. Aesthetics and economics, technology and psychology are intrinsically related to the process."
"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."