Design, Form and ChaosForm and Content // Paul Rand

To understand the meaning of design is to sense the common thread that weaves its way through the arts of painting, architec-ture, and industrial and graphic design. It is also to understand the part form and context play in the intricate process of design, and to realize as well that design is also commentary, a point of view and a social responsibility.

To design is much more than simply to assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade and perhaps even to amuse. To design is to transform prose into poetry.

Design broadens perception, magni�es experience and enhances vision. Design is the product of feeling and aware-ness, of ideas that originate in the mind of the spectator. Design, as we shall see, is also an instrument of disorder and confusion. Design for deception is often more persuasive than design for good; seduction is one of its many masks.

PAUL

RAND

To understand the meaning of design is to sense the common thread that weaves its way through the arts of

painting, architecture, and industrial and graphic design.

in the intricate process of design, and to realize as well that design is also commentary, opinion, a point of view

To design is much more than simply to assemble, to order, or even to edit;

and a social responsibility.

it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade and

perhaps even to amuse. To design is to transform prose into poetry.

It is also to understand the part form and context play

Design is the product of feeling and awareness, of ideas that originate in the mind of the spectator.

Design for deception is often more persuasive than design for good; seduction is one of its many masks.

Design, as we shall see, is also an instrument of disorder and confusion.

Design broadens percept ion, magni�es exper ience and enhances v is ion.

Design, Form and Chaos

“Form and Content”

To understand the meaning of design is to sense the common thread that weaves its way through the arts of painting, architec-ture, and industrial and graphic design. It is also to understand the part form and context play in the intricate process of design, and to realize as well that design is also commentary, a point of view and a social responsibility.

PAUL

PAUL

RAND

RAND

AN

D CH

AOS

FORM

DESIG

N,

To design is much more than simply to assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade and perhaps even to amuse. To design is to transform prose into poetry. Design broadens perception, magni�es experience and enhances vision. Design is the product of feeling and aware-ness, of ideas that originate in the mind of the spectator. Design, as we shall see, is also an instrument of disorder and confusion. Design for deception is often more persua-sive than design for good; seduction is one of its many masks.

formandcon-tent

DESIGN, FORMAND CHAOSForm and Content

Paul Rand

To understand the meaning of design is to sense the common thread

that weaves its way through the arts of painting, architecture, and industrial

and graphic design. It is also to understand the part form and context play

in the intricate process of design, and to realize as well that

design is also commentary, a point of view and a social responsibility.

To design is much more than simply to assemble, to order, or even to edit;

it is to add value and meaning, to illuminate, to simplify, to clarify,

to modify, to dignify, to dramatize, to persuade and perhaps even to amuse.

To design is to transform prose into poetry.

Design broadens perception, magnifies experience and enhances vision.

Design is the product of feeling and awareness, of ideas that originate in the

mind of the spectator. Design, as we shall see, is also an instrument of

disorder and confusion. Design for deception is often more persuasive

than design for good; seduction is one of its many masks.

it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade and

perhaps even to amuse. To design is to transform prose into poetry.

designform&chaos

form and contentby paul rand

To understand the meaning of design is to

sense the common thread that weaves its way through the arts of

painting, architecture, and industrial and

graphic design. It is also to understand the part

form and context play in the intricate process of

design, and to realize as well that design is also

commentary, a point of view and a social

responsibility.

To design is much more than simply to assemble, to order,

or even to edit; it is to add value and meaning, to

illuminate, to simplify, to clarify, to modify, to dignify,

to dramatize, to persuade and perhaps even to amuse.

To design is to transform prose into poetry.

Design broadens perception, magni�es

experience and enhances vision. Design is the product of feeling and awareness, of

ideas that originate in the mind of the spectator.

Design, as we shall see, is also an instrument of

disorder and confusion. Design for deception is

often more persuasive than design for good; seduction

is one of its many masks.

AN

D CH

AOS

FORM

DESIG

N,

DESIGN, FORM AND CHAOS \\form and content by PAUL RAND

To understand the meaning of design is to sense the common thread that weaves its way through the arts of painting, architecture, and industrial and graphic design. It is also to understand the part form and context play in the intricate process of design, and to realize as well that design is also commentary, a point of view and a social responsibility. To design is much more than simply to assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade and perhaps even to amuse. To design is to transform prose into poetry. Design broad-ens perception, magnifies experi-ence and enhances vision. Design is the product of feeling and aw a r e n e s s , of ideas t h a t originate in the m i n d o f t h e s pe

T o u n -

d e r -s t a n d

t h e m e a n i n g

of design is to sense the

common thread that weaves its

way through the arts of painting,

architecture, and industrial and graphic

design. It is also to understand the part form

and context play in the intricate process of design,

and to realize as well that design is also commentary, a

point of view and a social responsibility.To design is much

more than simply to assemble, to order, or even to edit; it is to add value

and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to drama-

tize, to persuade and perhaps even to amuse. To design is to transform prose into

poetry. Design broadens perception, magnifies experience and enhances vision. Design is the

product of feeling and awareness, of ideas that originate in the mind of the spectator. Design, as we

shall see, is also an instrument of disorder and confu-sion. Design for deception is often more persuasive

than design for good; seduction is one of its many masks.

to modify, to dignify, to dramatize, to persuade and perhaps even to amuse.

Design broadens perception, magnifies experience and enhances vision.

Design is the product of feeling and awareness, of ideas that originate in the

mind of the spectator. Design, as we shall see, is also an instrument of

disorder and confusion. Design for deception is often more persuasive

To understand the meaning of design is to sense the common thread that weaves its way through the arts of painting, architecture, and industrial and graphic design. It is also to understand the part form and context play in the intricate process of design, and to realize as well that design is also commentary, a point of view and a social responsi-bility.To design is much more than simply to assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade and perhaps even to amuse. To design is to transform prose into poetry. Design broadens perception, magni�es experience and enhances vision. Design is the product of feeling and awareness, of ideas that originate in the mind of the spectator. Design, as we shall see, is also an instrument of disorder and confusion. Design for deception is often more persuasive than design for good; seduction is one of its many masks.

“Form and Content”, Paul Rand

D E S I G N

F O R M C H A O S

D E S I G N , F O R M A N D C H A O S f o r m a n d c o n t e n t . p a u l r a n d

“ To understand the meaning of design is to sense the common thread that weaves its way through the arts of painting, architecture, and industrial and graphic design. It is also to understand the part form and context play in the intricate process of design, and to realize as well that design is also commentary, a point of view and a social responsibility.

To design is much more than simply to assemble, to order, or even to edit; it is to add value and meaning, to illuminate, to simplify, to clarify, to modify, to dignify, to dramatize, to persuade and perhaps even to amuse. To design is to transform prose into poetry. Design broadens perception, magni�es experience and enhances vision. Design is the product of feeling and awareness, of ideas that originate in the mind of the spectator. Design, as we shall see, is also an instrument of disorder and confusion. Design for deception is often more persuasive than design for good; seduction is one of its many masks.

design

form

chaos

form and content