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Paul Rand

Design is everything. Everything!

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Simplicity is not the goal. It is the by-product of a good idea and modest expectations.

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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.

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Design is the method of putting form and content together. Design, just as art, has multiple definitions; there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.

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