Make a list of books
Develop a curiosity
Look at things as though for the first time Think of things in relation to each other
Always think of the next larger thing
Avoid the “pat” answer — the formula
Avoid the preconceived idea
Study well objects made past recent and ancient but never without the technological
and social conditions responsible
Prepare yourself to search out the true need — physical, psychological
Prepare yourself to intelligently fill that need
The art is not something you apply to your work
The art is the way you do your work, a result of your attitude toward it
Design is a full time job
It is the way you look at politics, funny papers, listen to music, raise children
Art is not a thing in a vacuum —
No personal signature
Economy of material
Avoid the contrived
Apprentice system and why it is impractical for them
No office wants to add another prima donna to its staff
No office is looking for a great creative genius
No office — or at least very few — can train employees from scratch
There is always a need for anyone that can do a simple job thoroughly
There are things you can do to prepare yourself — to be desirable
orderly work habits
ability to bring any job to a conclusion
drawing feasibility
lettering
a presentation that “reads” well
willingness to do outside work and study on a problem…
Primitive spear is not the work of an individual nor is a good tool or utensil.
To be a good designer you must be a good engineer in every sense: curious, inquisitive.
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