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#Design is thinking made visual.

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Do not seek praise. Seek criticism.

Make the invisible visible.

Styles come and go. Good #design is a language, not a style.

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#Design everything on the assumption that people are not heartless or stupid but marvelously capable, given the chance.

There is no such thing as a boring project. There are only boring executions.

#Simplicity is about subtracting the obvious and adding the meaningful.

Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.

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Color does not add a pleasant quality to #design - it reinforces it.

A logo derives meaning from the quality of the thing it symbolizes, not the other way around.

The alternative to #gooddesign is always #baddesign. There is no such thing as #nodesign.

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Design is not just what it looks like and feels like. Design is how it works.

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