"Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated."
"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."
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Source: Michael Kroeger, Paul Rand (2008). “Paul Rand: Conversations with Students”, p.46, Princeton Architectural Press
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