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Even though it requires no extensive school-
ing, design is one of the most perplexing pur-
suits in which to excel. Besides the need for
God-given talent, the designer must contend
with encyclopedic amounts of information,
a seemingly endless stream of opinions, and
the day-to-day problem of fi nding ‘new’ ideas
(popularly called creativity).
—Paul Rand, Design Form and Chaos
Design Jobs
Chapter 4: Common
In order to successfully craft effective designs,
the complete graphic designer must possess the
talent, resourcefulness, and fl exibility needed to
continually respond to the ever-changing needs
of his client and industry. With each new tech-
nological advance or method of distributing
information comes the unique challenge of
using those innovations to their best advantage.
TB
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