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‘The designer does not, as a rule, begin with a preconceived idea. His idea is the result of subjective and objective thought, and the design a product of the idea. In order, therefore, to achieve an honest and effective solution he necessarily passes thought some sort of mental process… Consciously or not, he analyzes, interprets, translates… He improvises, invents new techniques and combination. He coordinates and integrates his material so that he may restate his problem in terms of ideas, pictures, forms, and shapes. He unifies, simplifies, and eliminates superfluities. He symbolizes… abstract from his material by association and analogy. He intensifies and reinforces his symbol with appropriate accessories to achieve clarity and interest. He draws upon instinct and intuition. He considers the spectator, his feelings and his taste.’
—Paul Rand

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