Blog4: Values, Beliefs, Paul Rand & Me

Paul Rand 1914-1996

Paul Rand was one of the greatest graphic designers in the world, and he had designed a lot of famous work such as the IBM logo. He had a very straightforward and clear vision about his designs, which included, 'designer is like a doctor’ and  “I solve your problem, and you are going to pay me.”

Personally when I design something, I try to figure out what is exactly the root of the problem first. And then I think logically what is the solution and how it solves the problem. Researching a lot of information and references helps me  think of more options, and I try to take as many opinions from others to make sure if my solution is logical and appropriate.

I agree with Paul Rand saying; graphic designers are problem solvers like doctors. He believed people go to doctors to get a solution, not more options because doctors are expert, and so are designers. That is why he suggested one design solution to clients, without other options. However, in my opinion, designer should be a problem solver and adviser at the same time. That is why I have a doubt about what Paul Rand said that he suggested one design solution to a client if he thinks it works. 

To solve problems more logically, designer should interact with clients with more options. The way Paul Rand works with clients is effective only when the design is perfect, not all designs are perfect. I think it is not really a realistic design process. Designers have to solve problem, persuade clients, and make them understand. I tend to believe one solution is not enough to interact with clients. 

Paul Rand mentioned some business people do not appreciate what graphic designers do, and what they think graphic designers are is just decorators making their products look better and fancier so that they can sell more. However, the reality is, design is actually so ubiquitous that people do not even realize that they surround all designed stuff, not necessarily fancy looking. Design has been solving not only visual appearance problem but also physical functions. Even though design is all around us, people might not realize design because living with designed things feels so natural and necessary, like eating food.

-Always think logically when you solve problems.

-Try to figure out what the problem is first when I design.

- Rather than one solution, provide more options for clients.

-Designers should interact with clients and make them understand the process.

-Design is ubiquitous and necessary in our life.