There’s a kind of magic in Paula Scher’s work—something that pulls you in and makes you stop for a second, just to take it all in. It’s not just that she’s a graphic design legend. It’s the way she’s managed to weave narrative, culture, and pure visual impact into every single piece she creates. For me, Scher is more than just a designer; she’s a visual storyteller who’s mastered the art of conveying emotion through type, color, and space.

What I love most about Scher is her fearless approach to typography. She doesn’t just use letters to communicate; she uses them to express. Take a look at her iconic work for The Public Theater, where she played with bold, oversized typography that almost felt like it was jumping off the page. Scher didn’t just want to tell you what the play was about—she wanted you to feel something. That’s the power of her design. It’s not about the technicalities of the font choices or the perfect alignment; it’s about conveying a feeling, a mood, and a message in a way that’s impossible to ignore.

There’s a kind of magic in Paula Scher’s work—something that pulls you in and makes you stop for a second, just to take it all in. It’s not just that she’s a graphic design legend. It’s the way she’s managed to weave narrative, culture, and pure visual impact into every single piece she creates. For me, Scher is more than just a designer; she’s a visual storyteller who’s mastered the art of conveying emotion through type, color, and space.

Her use of color is another standout. Scher doesn’t shy away from the vibrant, the loud, and the unapologetic. It’s like she’s saying, “This is meant to stand out, and if you’re not paying attention, well, I guess you’re missing the point.” Whether it’s the jarring contrasts in her Swatch campaigns or the complex, layered color palettes in her Citibankredesign, Scher’s work hits you with a sense of urgency. It demands that you look.

But it’s not just about bold design choices—it’s about using those choices to tell a story. Scher’s designs are more than just pretty pictures; they’re visual narratives that invite you into a larger world. Her work for Windows or New York City’s Public Theater tells us something about the spirit of the times, the pulse of culture, and the stories we’re all trying to tell. She’s able to distill complex ideas and emotions into something that feels immediate and accessible.

I think a lot about the intersection of digital and traditional tools in my own work, and I see Scher’s approach as a perfect example of how to make both work in harmony. She’s not one to be bound by one medium—whether it’s print, digital, or environmental design, she’s always pushing the limits of what’s possible. And for me, that’s the kind of attitude that keeps design exciting.