10. Vision
Not a feature list. Work backwards.
Rethink
Not redesign. Context.
Dream
Don’t shoot down ideas, be realistic a little later.
Read the rules
Then break them.
11. Competitive Research
Don’t do all the hard work!
Passion
Commitment to make something great.
Time
<cue time joke>
Seek knowledgable criticism
Everything else goes out the other ear.
12. Don't underestimate your customers.
We as creators, we view things in a
certain way. We need to be technology
agnostic. Think like your customers.
18. “The public is more familiar with bad
design than good design. It is, in effect,
conditioned to prefer bad design,
because that is what it lives with. The
new becomes threatening, the old
reassuring.”
– Paul Rand
19. “
The life of a designer is a
life of fight against the
ugliness.
— Massimo Vignelli