Combinations and arrangements Everything designed has an element of arbitrariness in its form. Loewy described how groups of his designers used to go about designing a new model automobile. Different groups were given different tasks, such as the front and rear of the car, and the conceptual work began, to be cut off at some predetermined time by deadlines that were imposed at the outset. After a time, there were "piles of rough sketches," and Loewy saw the design proceed as follows: Now the important process of elimination begins. From the roughs, I select the designs that indicate germinal direction. Those that show the greatest promise are studied in detail, and these in turn are used in combination or arrangements with one another. A promising front treatment can be tried in combination with a likely side elevation sketch, etc. From this a new set of designs emerges. These are then sketched in detail. After careful analysis, they boil down to four or five. Raymond Loewy, The Evolution of Useful Things Useless work on useful things drawing
Such an unholy alliance Something was wrong, according to Raymond Loewy, who admitted that, "with few exceptions, the [competitors'] products were good." He was "disappointed and amazed at their poor physical appearance, their clumsiness, and...their design vulgarity." He found "quality and ugliness combined," and wondered about "such an unholy alliance." ...Loewy was also "shocked by the fact that most preeminent engineers, executive geniuses, and financial titans seemed to live in an aesthetic vacuum," and he believed that he could "add something to the field." But, not surprisingly, the people he approached were "rough, antagonistic, often resentful." Raymond Loewy, The Evolution of Useful Things On TasteWe might as well make them beautifulRestrained beauty aesthetics
No reason for being "A lot of what I had been doing in those large gestural paintings seemed to me afterwards as being not very controlled, in the sense that a lot of stuff that was going on in them had no reason for being there. There were just too many things that were accidental, too much incidental, too many contradictions." Lawrence Wechler & Robert Irwin, Seeing Is Forgetting the Name of the Thing One Sees Controlled!