Without the aesthetic, the computer is but a mindless speed machine, producing effects without substance, form without relevant content, or content without meaningful form. Paul Rand Read Quote
Asymmetric balance creates greater reader interest. Pleasure derived from observing asymmetrical arrangements lies partly in overcoming resistances, which, consciously or not, the spectator adjusts in his own mind. Paul Rand Read Quote
In the West, we look at art through life. Well, that’s one way of living. In the Orient they look at life through art. They even drink their tea without sugar, for the same reason that they don’t like a lot of frilly decorations on a painting. I can’t stand butter on my bread for the same reason. I’m allergic to goo and rococo. Paul Rand Read Quote
I would say that an understanding of man’s intrinsic needs, and of the necessity to search for a climate in which those needs could be realized, is fundamental to the education of the designer. Paul Rand Read Quote
Any system that sees aesthetics as irrelevant, that separates the artist from his product, that fragments the work of the individual, or creates by committee, or makes mincemeat of the creative process will, in the long run, diminish not only the product but the maker as well. Paul Rand Read Quote
If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned. Paul Rand Read Quote
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. Paul Rand Read Quote
Providing, meaning to a mass of unrelated needs, ideas, words and pictures – it is the designer’s job to select and fit this material together and make it interesting. Paul Rand Read Quote
There’s a certain kind of research you have to listen to – the factual stuff, not opinion. Facts are facts. Sugar is sweet – it’s not a matter of opinion. It just is. Paul Rand Read Quote
