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The goal of design is to raise the expectation of what design can be

Paula Scher

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Paula Scher
Age: 76
Born: 1948
Born: October 6
Designer
Graphic Designer
Painter
Teacher
Washington
District of Columbia
Expectation
Raise
Raises
Expectations
Design
Goal

More quotes by Paula Scher

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My fear is that when you become an expert in anything then the expectation somehow makes you ordinary, in a way, because you become the firm that does that, or you become the person that does that. You really need to change the form to make the discovery.
Paula Scher
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Some people are in stultifying environments where there are rigid rules and rituals and they need that to thrive, where other people are just asphyxiated by stuff like that.
Paula Scher
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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.
Paula Scher
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When I don't know all the rules I'm just wild.
Paula Scher
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I love the big scale and immediate impact of posters. They're my favourite things to design.
Paula Scher
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We don't do everything the same way we always did it. We just don't.
Paula Scher
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As a painter I make up projects for myself to express myself. And there's no client, there's no direction.
Paula Scher
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Technology is something that grows and changes, and what I need to do is find out what it can do so it can do what I want it to do. And I want it to do whatever I want it to do really fast. And it's fantastic.
Paula Scher
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You can build an ordinary hot dog stand or you can build a spectacular one, and you can do it sometimes without that much difference in money - if somebody thinks about it.
Paula Scher
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Marketing is not inherently bad. That's just dumb. That's said by somebody that isn't doing enough work.
Paula Scher
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You need to be able to ride past the technology by understanding what it can do, who you are, and where you want to take it. You don't want technology to lead you you want to lead it, but it's very hard to do that when you're in the middle of it.
Paula Scher
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I know that in my own work I'm able to do all kinds of things I never thought I'd be able to do.
Paula Scher
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Be culturally literate, because if you don't have any understanding of the world you live in and the culture you live in, you're not going to express anything to anybody else.
Paula Scher
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Creativity has to do with what came before you immediately, not what came before you a long time ago.
Paula Scher
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I think Apple is a wonderful example of spectacular marketing and I love having my iPod. There are the naysayers who say that nyah, nyah, it breaks and I think well, I don't like what Microsoft made...
Paula Scher
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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.
Paula Scher
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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.
Paula Scher
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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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I get to work on things I've never done before and I get better at it, and I can do things that are innovative. Which I've done in my fifties, and want to continue to do through my sixties.
Paula Scher
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Helvetica is the font of the Vietnam War.
Paula Scher