CITANDO

"Most people make the mistake of thinking design is what it looks like,” Jobs told the Times. “That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works."

"Designing a product is keeping five thousand things in your brain and fitting them all together in new and different ways to get what you want. And every day you discover something new that is a new problem or a new opportunity to fit these things together a little differently."

"The most likely chance of having an interesting solution is to begin with an interesting problem. Unfortunately, almost every problem designers are likely to get will be boring. The first thing, therefore, is to redefine the problem so that it is interesting."

"Literature is an active process: the communication between writer—who wishes to tell the reader something, and imagines that reader in their mind in order to best adapt their writing for their understanding—and reader, who reconstructs and reanimates the text in their own mind. Any other input, audio or video, however pleasurable in certain contexts, diminishes the reader’s capacity for imagination and understanding. All else is distraction. Other—particularly visual—media reduce the bandwidth of the imagination."

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Avoid Spec work like the plague, it produces superficial design, wastes your time, and cheapens your work. You wouldn’t tell a hairdresser that you would only pay if the haircut was good, why design for a client who is not committed to paying.

Don’t work for free under the guise of ‘good exposure’. It is bad exposure. If you don’t value your own work, neither will anyone else.

The proof is in the pudding. If you work on what you love, people will love your work, and you will get noticed. Clients should pick you based on your previous body of work; you do not need to prove yourself every time you negotiate a job.

Don’t be mysterious. Transparency is key to trust and understanding. As a designer you provide a unique skill set and point of view, the better you can explain this to a client, the more they will trust you. The more they trust you, the more innovative you can be.

Design and designerly thinking are a powerful and effective cultural force and business practice. As designers it is important that we treat ourselves and our industry with the respect each deserves.

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"Make everything as simple as possible, but not simpler"

"Perfection is achieved, not when there is nothing left to add, but when there is nothing left to remove"

"It is easier to talk or demostrate or even think about how a product looks than it is to design how it will work"

"Experiences are a combination of the actions we take; what we perceive through our various senses; and our emotional response to both"