- one level of variation is more akin to inconsistency - - if you're going to vary it, make it different
- avoid stair stepping [checkerboards - bleghk!]
- you're either creating a block, or a composition
- block = block [durp]
- composition = dominant vertical/horizontal
- one to one ratios are totally lame
- you set base units with the first thing you put on your canvas - - you make the rules, you need to stick to them
- one to one and a half will often work because of voodoo
- one to one and a half = three
- try to resist lining up ascenders and decenders
- trite
- obvious
- all CAPS must letterspace!
P A U L R A N D
- the difference between aesthetics and art is that aesthetics is the study of art, other than that they are the same
- it doesn't matter the source, if it's art it's art
- it is a bi-product, not a goal
- without content, there's no form
- without form, there's no content
- Norman Rockwell is boring
- form has nothing to do with style
- you can design a chair that's ugly, but functional - - you can design a beautiful chair that doesn't function
- things have to be useful, either to the person who does it or the person who looks at it - - it has to be functional
- without aesthetic, you can't find the truth
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