And why is it the designer who is called upon? Why is the artist not torn
from his easel? Because the designer knows about printing, about the
techniques used, and he uses forms and colors according to their
psychological functions. He does not just make an artistic sketch and leave
it up to the printer to reproduce it as best he may. He thinks from the
start in terms of printing techniques, and it is with these that he makes
The designer is therefore the artist of today, not because he is a genius
but because he works in such a way as to reestablish contact between art
and the public, because he has the humility and ability to respond to
whatever demand is made of him by the society in which he lives, because he
knows his job, and the ways and means of solving each problem of design.
And finally because he responds to the human needs of his time, and helps
people to solve certain problems without stylistic preconceptions or false
notions of artistic dignity derived from the schism of the arts.