A Designer’s Art by Paul Rand

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