“Most people make the mistake of thinking design is what it looks like. People think it’s this veneer – that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.” – Steve Jobs

This quote is from the 2003 New York Times article “The Guts of a New Machine.”

Thanks to Robert Shedd for submitting this quote!

1. Good design produces something the world didn’t know it was missing
2. Good designers want to be proved wrong, bad designers hope to be proved right
3. Designers take abstract things and make them more tangible
4. Design is everyone’s job. It takes a commitment from everybody in the company.
5. Think a lot less about technology for technology’s sake, and a lot more about design