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The most common misperception is the word 'design'. People think of primarily pretty pictures or forms. They don't understand the depth to which design goes-not only in products, but in every aspect of our life. Whether it is the design of a program, a product or some form of communication, we are living in a world that's totally designed. Somebody made a decision about everything. And it was a design decision.

Design must seduce, shape, and perhaps more importantly, evoke an emotional response.

I'm not a believer in putting designers off in an ivory tower. They need to have a voice at the table so they can identify where and why design can make a difference. We also need to understand the business issues. If we don't make our numbers this quarter, we don't earn the right to do something cool the next time.

I have no recipe for how to combine things. But you must be sincere. And if you are, strangely, it will succeed.

Design that moves others comes from issues that move you.

Design can be both a manifestation of a company's design ethic and an outward communication of a company's design ethic and drive for excellence.

Design acknowledges change. Its meaning encompasses change in our times. To design is to 'create order and to function according to a plan.' The notion of change and design move along the same path.

Architecture has to be greater than just architecture. It has to address social values, as well as technical and aesthetic values. On top of that, the one true gift that an architect has is his or her imagination. We take something ordinary and elevate it to something extraordinary.

Be culturally literate, because if you don't have any understanding of the world you live in and the culture you live in, you're not going to express anything to anybody else.

Something must have form to be seen but must make sense to be understood and used.

The more that a person brings to design, the better his or her ability to communicate.

The designer has an obligation to provide an appropriate conceptual model for the way that the device works. It doesn't have to completely accurate but it has to be sufficiently accurate that it will help in both the learning of the operation and also dealing with novel situations.

You have to be interested in culture to design for it.

Design is a response to social change.

To create architecture is to put in order. Put what in order? Function and objects.

There is so much blandness and grayness out there, people want to be able to say "it's mine." They want to customize their cars like they customize a jeans jacket.

Design is a form of competitive advantage. People tend to think of design as good art, good visual language, which it absolutely has to be. But it's also about the ability to do systems thinking.

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.

For me, the concept of design is more than object-oriented; it encompasses the design of processes, systems and institutions as well. Increasingly, we need to think about designing the types of institutions we need to get things done in this rapidly accelerating world.

Design is a field of concern, response, and enquiry as often as decision and consequence... it is convenient to group design into three simple categories, though the distinctions are in no way absolute, nor are they always so described: product design (things), environment design (places) and communication design (messages).

Design is the term we use to describe both the process and the result of giving tangible form to human ideas. Design doesn't just contribute to the quality of life; design, in many ways, now constitutes the quality of life.

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