Q : what’s role of intuition in designing?
Paul Rand: Intuition plays a very significant part in design, as it does in life. It’s the initial phase of any creative work. It’s the factor that makes it possible to be alive. Animals live by instinct, and we do, too. The difference is that they don’t reason. We do, and that can be a problem. You get an idea, which comes intuitively. You then look at it and decide whether it’s right or wrong. The important thing is not the intuition but the decision—whether it’s right or wrong—whether or not to pursue it. Most of the time people simply latch on to trends or to freakish solutions they believe are creative but which have nothing to do with real problems—with right or wrong.
A good solution, in addition to being right, should have the potential for longevity. Yet I don’t think one can design for permanence. One designs for function, for usefulness, rightness, beauty. Permanence is up to God.