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.
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."
The virtue of thin sheet metal in giving the greatest glitter for a grain of gold was exploited in the earliest days of metallurgy. However, before the days of rolled sheet and drawn wire, most metal objects were made by hammering and were basically three-dimensional in form.
[In contrast] look at the simple drop press — it’s unmodulated blow striking in a single direction symbolizes much of nineteenth-century mechanized production. To make multiple stampings, stacks of very thin metal sheets were superimposed under the hammer, and the final profile with moderately high relief was gradually achieved as finished sheets were removed from the bottom and new ones added at the top.
When the drop press was used to shape large areas of thin sheet metal, the aesthetic qualities of the surface became divorced from the underlying substance, and decoration became independent of the body needed to support it. In any object there is a natural relationship between the surface and the bulk, that is, between its one-, two-, and three-dimensional aspects. The fakery involved in applying gold or silver playing on a solid copper object is quite different from the deception of an ornately stamped piece of thin sheet brass. Compare a magnificent ormolu furniture fitting or even a gilded plaster picture frame with a cheap lamp base embossed in thin sheet brass. In the former, the surface is simply and honestly applied for its optical effect alone; in the latter the fakery is fundamental for it is dimensionally misleading.