One Step Ahead: we meet Paula Scher, the trailblazing Pentagram Partner

By Lucy Bourton

When discussing graphic design with Paula Scher she lets me in on a secret for spotting trends and tastes: “If you look through design history and you see something that looks really radical, that’s what you’re going to be doing now. If you think that’s nice, that’s what you’ve already been doing. If you think it’s tired, that’s what you were doing five years ago. But if you think it’s ugly, that’s what you’re going to be doing in five years.” I ask Paula when she worked out this key piece of design knowledge, she laughs…“about 30 years ago.”

Source:: itsnicethat