Paula Scher

paulascher

I love this description about creativity by the great Paula Scher, goddess of graphic design:

If I get up every day with the optimism that I have the capacity for growth, then that’s success for me.There’s a certain amount of intuitive thinking that goes into everything. It’s so hard to describe how things happen intuitively. I can describe it as a computer and a slot machine. I have a pile of stuff in my brain, a pile of stuff from all the books I’ve read and all the movies I’ve seen. Every piece of artwork I’ve ever looked at. Every conversation that’s inspired me, every piece of street art I’ve seen along the way. Anything I’ve purchased, rejected, loved, hated. It’s all in there. It’s all on one side of the brain.And on the other side of the brain is a specific brief that comes from my understanding of the project and says, okay, this solution is made up of A, B, C, and D. And if you pull the handle on the slot machine, they sort of run around in a circle, and what you hope is that those three cherries line up, and the cash comes out.

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