Note that Paul Rand's "intuition" has absolutely nothing to do with the "intuition" of "intuitive user interfaces". Most explicitly, he writes: It has nothing

Note that Paul Rand's "intuition" has absolutely nothing to do with the "intuition" of "intuitive user interfaces". Most explicitly, he writes: It has nothing to do with intentions, with pressing buttons, or with programming. It is something that just happens-an idea out of the blue-characterized sometimes by suddenness and surprise, with a feeling of elation, excitement, and a release of tension.