Design, it seems, is not only becoming more methodical but also more scientific. This is not surprising. Design as a discipline has moved from “product beautification” to being a central part of product development. It has incorporated methodologies from human-computer interaction, sociology, and anthropology as well as advertising and management. And with the rise of design thinking, a wider range of professional disciplines are using creative methods.
I don’t want to criticize design methodologies. But against the backdrop of an overly structured design process, it is important to remind our community that there is one fundamental aspect to design that cannot be formalized in a methodology. And that is intuition.
I sought to design [my first book] so as to make it self-exemplifying – that is, the physical object itself would reflect the intellectual principles advanced in the book. Publishers seemed appalled at the prospect that an author might govern design. Consequently I decided to self-publish the book.
...[Howard Gralla and I] spent the summer in his studio laying out the book, page by page. We integrated graphics into the text, sometimes in the middle of sentences, eliminating the usual segregation of text and image – one of the ideas Visual Display advocated.
My view on self-publishing was to go all out, to make the best and most elegant and wonderful book possible, without compromise. Otherwise, why do it? The next 4 books were financed by the previous books. I have never written a grant application.