“The designer does not, as a rule, begin with some preconceived idea. Rather, the idea is (or should be) the result of careful study and observation, and the design a product of that [study]. In order, therefore, to achieve an effective solution to [said] problem, the designer must [by necessity] go through [a specific] process.”

-Paul Rand, thoughts on design

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I no longer view the design process as one of ‘Invention’ or ‘Creation’, but rather, as a process of Discovery; much like an archeologist digging for a substance long waiting to be unearthed.

To start, one must define what it is we are talking about; one must define design. What would seem like an obvious starting point proves to be much more difficult a question than one would initially think. Ironically, in my years of studying design at an art school, the term itself was never defined. It wasn’t until reading Paul Rands, Conversation with Students, that I was ever even confronted with the question. Most mistake design with aesthetic. Aesthetic is an element of design, but it is just that, an element. To confuse aesthetic for design, is to confuse paint for a painting.

Design is the solution to a problem. It is composed of substance; if it is not composed of substance, it is not design. Design therefore, serves a purpose, it has a reason for being. That being said, the most important step in the design-process, is step 1 - The Discovery. Asking questions. Not just any questions, but knowing which questions to ask. For it is in these answers in which the proper solution will always be derived.