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Whatever you design[/make/build], use it to raise the expectations of what can be achieved

Paula Scher

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Paula Scher
Age: 76
Born: 1948
Born: October 6
Designer
Graphic Designer
Painter
Teacher
Washington
District of Columbia
Raises
Expectations
Build
Design
Whatever
Use
Make
Achieved
Raise

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New Zealand looks like the future to me
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The goal of design is to raise the expectation of what design can be
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We don't do everything the same way we always did it. We just don't.
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The job of the designer is to make things understandable, usable, accessible, enjoyable... important to a public, that involves the public.
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The best way to accomplish serious design ... is to be totally and completely unqualified for the job.
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I'm not from a generation of kids that grew up on a Mac.
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Design really can be anything.
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I think that the notion of being creative is the notion that, inwardly, you assume that many things are possible. And that you can try these things and that something will happen.
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Planning is design. As a designer what I tend to do, and what's different from being a painter, is that I interact with other people, and the people have things they need to have happen.
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Having no purpose is the function of art, so somebody else can look at it and ask a question. Design is different - you're supposed to understand what's going on. You can be delighted by it, intrigued by it, but you're supposed to know it's a hot dog stand.
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Words have meaning, type has spirit.
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I never thought I'd be able to design all the things I've been able to design. I thought that I'd be far more limited to a specific kind of work, and I've been able to establish an incredibly broad practice in all different ways, and it's because the expectations have gotten elevated.
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What I hate is when something I've done is replaced by something better than what I've done. It's really embarrassing.
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Identities are the beginning of everything. They are how something is recognized and understood. What could be better than that?
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When I don't know all the rules I'm just wild.
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It could be that going to work is better than being home. But you should never think of days as the weekend. It should all be the same, it should all be stuff you want to do. And when it isn't then you have to change it, and you have to think about how you change it.
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Creativity has to do with what came before you immediately, not what came before you a long time ago.
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Beige is the color of indecision.
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We become different people and we adapt to our environments, but that doesn't have anything to do with being creative.
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I love the big scale and immediate impact of posters. They're my favourite things to design.
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