Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service. The iMac is not just the color or translucence or the shape ofthe shell. The essence of the iMac is to be the finest possible consumer computer in which each element plays together.
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We don't have a good language to talk about this kind of thing. In most people's vocabularies, design means veneer... But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation.
A lot of people in our industry haven't had very diverse experiences. So they don't have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem. The broader one's understanding of the human experience, the better design we will have.
A-plus players like to work together and they don't like it if you tolerate B work.
Design is not just what it looks like and feels like. Design is how it works.
It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.
Art is a microscope which the artist fixes on the secrets of his soul, and shows to people these secrets which are common to all.
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