Docklands
Design is arrogance. The designer says, “I know what you want better than you. Here it is.” A designer offers judgement as superior; as Henry Ford said, “If I had asked my customers what they wanted, they would have said a faster horse.”
AFRO TOP
Design is humility. Users are experts in their own lives, lives the designer will see only if she understands their wants and needs. Design is recognition that “good” only makes sense in that context.
DOCKLANDS TOP
RESTRAINT TOP
Arrogance without humility is a recipe for high-concept irrelevance;
humility without arrogance guarantees unending mediocrity
MODIGLIANI TOP
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