A Designer’s Art by Paul Rand
This book is a collection of seminal texts by Paul Rand, one of the most influential graphic designers of the 20th century. The author has always maintained a critical view of design and the work of designers, not hesitating to express his opinions in eloquent, accurate and harsh essays.
The edition includes over 200 graphic works and 27 articles on visual communication, corporate style, commercial art, the work of a designer and its cultural role, ideas, symbols and images in design, typography and many other topics.
As a rule, the experienced designer does not begin with some preconceived idea. Rather, the idea is (or should be) the result of careful observation, and the design a product of that idea. In order to solve his problem effectively, the designer must necessarily go through some sort of mental process. Consciously or not, he analyzes, interprets, formulates. He is aware of the technological developments in his own and kindred fields. He improvises or invents new techniques and combinations. He coordinates his material so that he may restate his problem in terms of ideas, symbols, pictures. He reinforces his symbols with appropriate accessories to achieve clarity and interest. He draws upon instinct and intuition. He considers the spectator’s feelings and predilections. Briefly, the designer experiences, perceives, analyzes, organizes, symbolizes, synthesizes.From the chapter The Designer’s Problem
The book is intended for anyone interested in design.
- 288 pages
- Dimensions: 220×290 mm (8,7″×11,4″)
- Press run: 3000