Design theory is about the question “why”,
while the process of becoming a designer is focused on the “how”. Technology in
the 1900’s created radical change, as it does today. Early graphic designers
saw old art as ego driven and elitist. They began looking toward the future by
way of machine. Their designs were more rational and systematic and created by
way of grid. Personality was withdrawn and replaced with neutrality and
objectivity. Designs were meant to look anonymous and heavily let the client’s
ideas influence the work. Today with technology so predominant, where anyone
can design, designers are more partial to once again taking authorship in their
work. They are now looking beyond business and success, and focusing more on
the true value of the design and the “how”.
