Design work

Because graphic design, in the end deals with the spectator, and because it is the goal of the designer to be persuasive or at least informative, it follows that the designer’s problems are twofold: to anticipate the spectators reactions and to meet his own aesthetic needs. He must therefore discover a means of communication between himself and the spectator (a condition with which the easel painter need not concern himself). The problem is not simple; its very complexity virtually dictates the solution — that is, the discovery of an image universally comprehensible, one that translates abstract ideas into concrete forms.

— Paul Rand