A theory of pure design

by Denman Waldo Ross

APPLICATIONS OF DESIGN

11. The application of Design in the various Arts and Crafts is well understood and appreciated. We have many instances and examples in the Art of the Past. The possibility of Pure Design, pure Art, followed for the sake of Order and Beauty, with no purpose of service or of utility, is not at all understood or appreciated. I think of Pure Design as I think of Music. Music is the arrangement and composition of sounds for the sake of Order and Beauty, to give pleasure to the ear of the composer. Pure Design is the arrangement and composition of lines and spots of paint for the sake of Order and Beauty, to give pleasure to the eye of the designer. I am prepared to admit, however, that as Music, once created, being appropriate to the occasion when it is performed and to the mood of the listeners, may give pleasure to many persons, so Pure Design, once achieved, being appropriate to the time and the place of exhibition and to the mood of the beholders, may give pleasure to others besides the designer. In that sense, I am willing to allow that Pure Design may be Applied Art,—Art applied in the service of Humanity, its purpose being to bring pleasure into human experience. The underlying motive of it, however, is found not in the service of humanity, but in the ideal of the artist. He aims at Order and hopes for Beauty, as the highest reward of his effort. John Sebastian Bach said of Music: “It is for the glory of God and a pleasant recreation.” That is what I mean. The designer, like the musician, seeks first of all to achieve Order and Beauty for the sake of Order and Beauty. That is his religion,—the worship of the Ideal. When the Ideal is realized, the object which has been produced may serve a useful purpose in giving pleasure, and perhaps inspiration, to others.

The principles of Pure Design which are defined and illustrated in this book are the principles which should be followed in all applications of Design in the Arts and Crafts. In such applications, however, the ideals of design are often obscured by the consideration of materials and technical processes on the one hand, and of service or utility on the other. It will be worth while, therefore, for those who wish to bring Design into their work, whatever that is, to study Design in the abstract, Pure Design, so that they may know, before they undertake to use it, what Design is. It is the purpose of this book to explain what it is.