Paul Rand (1914—1996) is one of our time’s most influential graphic designers. You might not know him by his name but most certainly have seen his work, which includes the logotypes for IBM, UPS and Westinghouse.
In Michael Kroeger’s 2008 book ‘Paul Rand, conversations with students’, Rand argues that designers should leave out the computer when generating ideas as the computer does not give enough time for reflection.
Rand’s logic that using analogue tools instead of the computer helps in generating fundamentally stronger ideas by giving the designer more time to reflect on his work might be true. However; working with commercial projects, economics also needs to be considered when discussing design methodologies. It is true that generating ideas using analogue tools gives the designer more time for reflection than if using a computer, but on the other hand, using a computer the designer can develop and test considerably more ideas in a short time than if using paper, pencil, scissors, tape and glue.
Rand also argues that the computer, when generating ideas, prevents designers with mechanical restraints contrasted to using a pen. This certainly is true—but only if the designer lacks the skills and experience in using the computer efficiently.
Whether designers should- or should not use the computer when generating ideas is not one that can be answered with a simple ‘yes’ or ‘no.’ If a designer chooses to work on a computer to generate ideas and doing so successfully solves the client’s problems, needs and goals; then who is to say this is wrong?
The question designers should ask themselves when evaluating tools and methodologies is not whether one design tool is superior another. Instead, they should ask themselves how they best can solve the challenges of the project based on their personal skills, experience, and personal preferences.