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“We need to shift from designing applications to designing implications.”

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“The strategy in communications is not to sell the 1/4″-inch drill bit, but the 1/4″-inch hole.”

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“Don’t make me think.”

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“Simplicity is not about making something without ornament, but rather about making something very complex, then slicing elements away, until you reveal the very essence.”

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“Good design is partially creativity and innovation, but primarily knowledge and awareness.”

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“Creativity often consists of merely turning up what is already there. Did you know that right and left shoes were thought up only a little more than a century ago.”

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“Real artists ship.”

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“As a profession, graphic designers have been shamefully remiss or ineffective about plying their craft for social or political betterment.”

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“Thirty spokes meet in the hub,
but the empty space between them
is the essence of the wheel.”

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