The Viewer as King

Due to how I have come to understand the concept of design, the focus of my work in the past has been on the overall aesthetic of a composition and less about the experience of the viewer. After learning the goal of design should be about creating a solution for the viewer, the famous quote by Paul Rand, “design is so simple, that is why it is so complicated” had a new meaning for me. The reason we make design simple is not for the aesthetic of the project but for the viewer. I hope taking this class will continue to open my eyes.