Chapter “Computers, pencils and brushes” (pages 194–203 of the book in PDF, 524 KB)
In this witty and instructive book, Paul Rand speaks about the contemporary practice of graphic design, explaining the process and passion that foster good design and indicting fadism and trendiness. Illustrating his ideas with examples of his own stunning graphic work as well as with the work of artists he admires.
Rand also discusses such topics as: the values on which aesthetic judgments are based; the part played by intuition in good design; the proper relationship between management and designers; the place of market research; how and when to use computers in the production of a design; choosing a typeface and principles of book design.
Design is more than just compilation and arrangement of visual materials. Design is the introduction of values and meanings, education, simplification, clarification, transformation, refinement, exaggeration, persuasion, and perhaps, even entertainment. Design turns prose into poetry. Design expands our perception, multiplies our experience and sharpens our “vision.” The design is the product of the senses and the mind, the product of an idea that emerged in the head of a designer, which (the designer hopes) will engage and captivate the viewer. Design, as we shall see, is also a tool for creating misconceptions. Deceitful design is often more convincing and effective than truthful design. Among its many guises—the lure and the temptation./q2.gif)
From the chapter “Form + content”
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The book includes an important chapter on presenting design work to the client in which the author gives examples of his own logos made over the years.
The second edition sees misprints corrected and colors adjusted to closer match the original.
translator
- Igor Foronov
art director
chief typesetter
- Iskander Mukhamadeev
typesetter
- Anna Balabas
technical designer
- Denis Vidyakin
editor
- Katerina Andreeva
proofreader
- Elena Migalina
project manager
- Svetlana Kalinnikova
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- Printed in Latvia
- Hardcover
- 244 pages
- Dimensions: 144×216 mm (5,7″×8,5″)
- Press run: 3000
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ISBN 978-5-98062-105-6 -
Translated from: Paul Rand, Design Form and Chaos © Yale University Press, New Haven and London, 1993
