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 ScherThe job of the designer is to make things understandable, usable, accessible, enjoyable... important to a public, that involves the public.
Paula ScherYour work gets destroyed by dumb people and it gets enhanced by smart people and it really doesn't have anything to do with marketing.
Paula ScherIdentities are the beginning of everything. They are how something is recognized and understood. What could be better than that?
Paula Scher