“A designer…has the true responsibility to give his audiences not what they think they want, for this is almost invariably the usual, the accustomed, the obvious, and hence, the unspontaneous. Rather, he should provide that quality of thought and intuition which rejects the ineffectual commonplace for effectual originality.”
Quote by Lester Beall
Author
Lester Beall
Lester Beall was an outstanding graphic designer born in the United States in 1903. His career began in the 1920s, when he started working in the advertising and printing industries. Beall is known for his minimalist and modern design style, which has had a profound impact on graphic design in the following decades. more
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