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Paula Scher on Process versus Outcome

Paula Scher
Iconic typography designer Paula Scher discusses her creative process, including the famous Citi logo. Interestingly, the idea came to her in seconds and that presented a problem for the client. They wanted to buy a process not an outcome. Scher’s process is very much one of combinatory creativity, whereby she combines existing things in new ways.

A lot of clients like to buy process. It’s like they think they are not getting their money’s worth because I solved it too fast.


How can it be that you talk to someone and it’s done in a second? But it IS done in a second — it’s done in a second and 34 years. It’s done in a second and every experience, and every movie, and every thing in my life that’s in my head.

This reminds me of an old story with many variations. Here is one version.

A giant ship engine failed. The ship’s owners tried one expert after another, but none of them could figure but how to fix the engine.

Then they brought in an old man who had been fixing ships since he was a young [boy]. He carried a large bag of tools with him, and when he arrived, he immediately went to work. He inspected the engine very carefully, top to bottom.

Two of the ship’s owners were there, watching this man, hoping he would know what to do. After looking things over, the old man reached into his bag and pulled out a small hammer. He gently tapped something. Instantly, the engine lurched into life. He carefully put his hammer away. The engine was fixed!

A week later, the owners received a bill from the old man for ten thousand dollars.

“What?!” the owners exclaimed. “He hardly did anything!” So they wrote the old man a note saying, “Please send us an itemized bill.”

The man sent a bill that read:
Tapping with a hammer………………….. $ 2.00
Knowing where to tap…………………….. $ 9,998.00

*Effort is important, but knowing where to make an effort makes all the difference!*

This mini interview prompted me to order a copy of Scher’s Make It Bigger, which looks at graphic design from the vantage point of business.

(image source)