Thoughts on Design

Design -- 

which fulfills aesthetic needs,

complies with the laws of form

and the exigencies of two-dimensional space;

which speaks in semiotics, san-serifs,

and geometrics;

which abstracts, transforms, translates,

rotates, dilates, repeats, mirrors,

groups, and regroups -- 

is not good design

if it is irrelevant.




Design -- 

which evokes the symmetria of Vitruvius,

the dynamic symmetry of Hambidge, 

the asymmetry of Mondrian;

which is a good gestalt;

which is generated by intuition or by computer,

by invention or by a system of co-ordinates -- 

is not good design

if it does not co0operate as an instrument

in the service of communication.



- Paul Rand