That is, the first thing he asked of this particular object was not “How should it look?” but “What must it do?” and to that extent all good typography is modernist.
Typography is not about how it should look but rather how it can convey the message.
because everything about it is calculated to reveal rather than to hide the beautiful thing that it was meant to contain.
I like this statement because when it comes to typography it is meant to reveal the beauty behind the design.
that the most important thing about printing is that it conveys thought, ideas, images, from one mind to other minds.
It's true that if you can transfer your thought and ideas in your design, your audience would be able to understand your message.
Digital technology puts creation, production, and distribution into the hands of the designer, enabling such bold assertions of artistic presence. These acts of graphic authorship fit within a broader evolving model of collective author-ship that is fundamentally changing the producer-consumer relationship.
What role does technology play in shaping design?
Because of the technological advances that we have made, technology has helped designers to re-imagine the impossible.
Technology has helped us to create the impossible.
Today some graphic designers continue to champion ideals of neutrality and objectivity that were essential to the early formation of their field. Such designers see the client’s message as the central component of their work. They strive to communicate this message clearly, although now their post-postmodern eyes are open to the impossibility of neutrality and objectivity.
What distinguishes the field, or fields, of design from other creative occupations?
I think that creativity is key for distinguishing the difference between design and other occupation.
As a designer you have to be neutral and creative in getting your clients message across.
Looking back across the history of design through the minds of these influential designers, one can identify pervasive themes like those discussed in this introduction. Issues like authorship, universality, and social responsi-bility, so key to avant-garde ideology, remain crucial to contemporary critical and theoretical discussions of the field.
According to this author, what role should design play in society?
I think that the author was talking about how the design community should be the new avant-garde.
I think that designers should be at the forefront of the design community.