I watched the video about artist, Paula Scher who has designed signs for different buildings, companies and also creates promotional ads. She describes her inspiration based heavily on her instincts and also on what she is designing for. Scher’s most publicized and well – know design is the Citi Bank design, which she created a few minutes after a brainstorm meeting with the Citi representatives. The most interesting part about Paula Scher’s artwork is her ability to steer away from using computers and other means of technology to create her art. She always either draws or paints her own art because using a computer makes her feel as if “her hands are cut off”. It is admirable that she feels such passion about her work that she doesn’t use technology to simplify the process, but likes to feel connected to the art she is creating.
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