Paul Rand - 1 Option
Out of context: Reply #2
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before computers came into the game, I think it was a lot easier for graphic designers to get through projects without offering 10 alternative solutions and making tons of revisions.
The thought process of the designer remained basically the same since the days of Paul Rand, leading to one or two solid, maybe brilliant solutions of the given problem.
But clients mostly do not see or understand that process, they only see what a graphic designer DOES not what he THINKS. For them it looks just like a random process of clicking and picking fonts and colours and stuff. So they say to themselves: "I know it is only a mouseclick to change that fucking colour, so do it, I want to see how it looks! And then you change the font, it‘s easy, I know that because I use Word."