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
Several Short Sentences About Writing A Book by Verlyn Klinkenborg www.goodreads.com Here, in short, is what I want to tell you. Know what each sentence says, What it doesn't say, And what it implies. Of these, the hardest is knowing what each sentence actually says. Sonorisms VBoth models are completely uselessThe shape of the sentenceThe Anxiety of SequenceYou can get anywhere from anywhere+18 More Wittgenstein's MistressWrite SimplyThe most important thing you do writing
Sonorisms V Leave space between them for the things that words can't really say. To suggest more than the words seem to allow. Perhaps it renames the world. The Anxiety of Sequence. It was all change until the very last second. The debris of someone else's thinking. You'll never run out of noticings. Names that announce the whatness of the world. What were you trying to protect? You were protecting the memory. The tyranny of what exists. Do any of them sound first? It sets an echo in motion. Try writing for the reader in yourself. So call it "perfection enough". Toward the name of the world—yours to discover. euphony
Both models are completely useless In your head, you'll probably find two models for writing. One is the familiar model taught in high school and college—a matter of outlines and drafts and transitions and topic sentences and argument. The other model is its antithesis—the way poets and novelists are often thought to write. Words used to describe this second model include "genius", "inspiration", "flow", and "natural", sometimes even "organic". Both models are useless. I should qualify that sentence. Both models are completely useless. genius
The shape of the sentence You've been taught to overlook the character of the prose in front of you in order to get at its meaning. You overlook the shape of the sentence itself for the meaning it contains, Which means that while you were reading, All those millions of words passed by Without teaching you how to make sentences. meaningstructure
The Anxiety of Sequence Much of what's taught under the name of expository writing could be called "The Anxiety of Sequence." Its premise is this: To get where you're going, you have to begin in just the right place And take the proper path, Which depends on knowing where you plan to conclude. The Age of the Essay essays
You can get anywhere from anywhere And if you can get anywhere from anywhere, You can start anywhere And end anywhere. There is no single necessary order. progressending
Significant everywhere Writing isn't a conveyor belt bearing the reader to "the point" at the end of the piece, where the meaning will be revealed. Good writing is significant everywhere, Delightful everywhere. goodness
It was all change until the very last second Every work of literature is the result of thousands and thousands of decisions. Intricate, minute decisions—this word or that, here or where, now or later, again and again. It's the living tissue of a writer's choices, Not the fossil record of an ancient, inspired race. A concept of style decisionscraft
A renaming of the already named A true metaphor is a swift and violent twisting of language, A renaming of the already named. It's meant to expire in a sudden flash of light And to reveal—in that burst of illumination— A correspondence that must be literally accurate. metaphornames
The debris of someone else's thinking A cliché isn't just a familiar, overused saying. It's the debris of someone else's thinking. cliché
How each sentence got that way When the work is really complete, the writer knows how each sentence got that way. intent
This small internal quaver Pay attention now: No matter how much you know or learn about syntax, grammar, or rhetoric, This small internal quaver, this inner disturbance, Is the most useful evidence you'll ever get. Someday, you'll be able to articulate what causes it. But for now, what's important is to notice it. Noticing is always the goal. ...the faint vertigo caused by an ambiguity you can't quite detect. What matter is what it points to. Find out what's causing it and fix it Even if you're not sure how. Notes on the Synthesis of Form attention
The urge to be done "Flow" is often a synonym for ignorance and laziness. It's also a sign of haste, the urge to be done. productivity
Talking and writing Talking is natural. Writing is not. It may seem strange that the manual dexterity needed to hold a pencil—or use a keyboard—comes later than the lingual and mental dexterity needed to speak. But it does. speech
What were you trying to protect? As the piece evolves, you try to protect those original, effusive sentences. Only to realize, at last, that what you're writing won't come together until they've been removed or revised. What were you trying to protect? The memory of the excitement you felt when those words "came to you." (Where did they "come" from?) You were protecting the memory of the excitement of really concentrating, of paying close attention to your thoughts and, perhaps, your sentences, the excitement of feeling the galvanic link between language and thought. memory
The discoveries you make in the making Style is an expression of the interest you take in the making of every sentence. It emerges, almost without intent, from your engagement with each sentence. It's the discoveries you make in the making of the prose itself. Where ambiguity rules, there is no "style"—or anything else worth having. Pursue clarity instead. In the pursuit of clarity, style reveals itself. The idea grows as they workFour principlesExpressing ideas helps to form them styleclaritymaking
The virtue of already existing It can be overwhelming—the inertia of the paragraphs and pages you've already composed, the sentences you've already written, No matter how rough they are. Whether you love what you've written or not, Those sentences have the virtue of already existing, Which makes them better than sentences that don't exist. Or so it seems.
Composition and revision Revise at the point of composition. Compose at the point of revision. Think of composition and revision as the same thing. 104. Site Repair design
Squander your material Squander your material. Don't ration it, saving the best for last. You don't know what the best is. Or the last.
Do any of them sound first? Just try out some sentences. Lots of them. See how they sound. Do any of them sound first? You're holding an audition. Many sentences will try out. One gets the part.
When you're interested in what you're working on It's never hard to work when you're interested in what you're working on. But what if you hate what you're working on? It helps to examine the content of your loathing. What is it you hate? hatework
The work selects its audience Imagine a cellist playing one of Bach's solo suites. Does he consider his audience? (Did Bach, for that matter?) Does he play the suit differently to audiences Of different incomes and educations and social backgrounds? No. The work selects its audience.