“Smart graphic design is always some balance of current expressive trends, information architecture, classical layout aesthetics, and detailed research on user preferences and motivations. You should never ignore solid user experience data, but mountains of data won’t auto-magically build you a successful site. Design is a synthetic activity. It can be informed by the results of analysis, but the tools of analysis don’t create beautiful designs.” – Patrick Lynch

Patrick’s quote is from the article “Visual Desision Making.”

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1. Designers can use data to yield better products and new ideas
2. Designers need to get better with using data
3. Solve problems by moving from data, to information, to knowledge, to wisdom