It’s important that design gets cooked into the product at the start, whether you’re talking about software, office space, or a web design. It’s not an afterthought.
Design is directed toward human beings. To design is to solve human problems by identifying them, examining alternate solutions to them, choosing and executing the best solution.
Design should do the same thing in everyday life that art does when encountered: amaze us, scare us or delight us, but certainly open us to new worlds within our daily existence.
Our guiding principle was that design is neither an intellectual nor a material affair, but simply an integral part of the stuff of life, necessary for everyone in a civilized society.
Design is more than meets the eye. Design is about communicating benefits. Design is not about designers. Design is not an ocean it’s a fishbowl. Design is creating something you believe in.
