Herbert Bayer
[Artist, graphic designer, theoretician, b. 1900, Haag, Austria, d. 1985, Montecito, California.]

 Just as typography is human speech translated into what can be read, so photography is the translation of reality into a readable image. 
 The picture is the imitation and converted reality of the goods, in short, an indirect substitute for reality. 
 We live in a time of the greatest precision and of maximum contrasts: photomontage offers us a means to express this. It shows ideas: photography shows us objects.