Some Thoughts 
On Design
I. In Branded (2012), Jamie Bradshaw depicts a world where brands are alive. While he takes a darker approach, the concept is compelling. Brands, in many ways, are alive. They have moods, style, and communicate a message. There’s a reason those golden arches bring a familiar feeling, even in the middle of nowhere.
Because of this semblance of life, it’s helpful to treat brands as characters. Imagine how they would speak, dress, and behave. This approach helps design feel both imaginative and authentic. Thank you, Mr. Bradshaw.

II. I've heard it said that the difference between art and design is that "design has to work." This is not only false but diminishes art. Both art and design should work. However, the reality is that any design, regardless of quality, can succeed if enough money is spent on advertising. Sherwin Williams and Apple are examples.
The true challenge for designers isn’t making something work—money can do that. It’s making it work without relying on money. That’s the burden and beauty of design itself.
As for art? I may not be an expert, but I knows it when I sees it.

III. I've worked among brilliant minds, yet one thing continues to stand out: Designers often take themselves too seriously.
We speak of design like it’s a mathematical formula, when in truth, we’re drawing pretty pictures and making lines. We’re paid well for it, but with that comes insecurity. We feel the need to justify our importance.
Don’t get me wrong—design is important. But maybe we should relax, focus on the work, and remember that creativity thrives when we’re not bogged down by the weight of our own egos.

IV. Research is one of the most valuable tools in a designer’s kit. Market, competitor, and user research provide a foundation of knowledge. Samsung's user studies, for example, revealed a shift in the importance of aesthetics, complementing the technical qualities consumers already valued.
But while research is crucial, it should never be the ultimate goal. A design that only seeks relevance risks mediocrity. The true essence of great design lies in excellence. Brands must tell their own stories, not copy others. McDonald’s golden arches weren’t born of focus groups—they were an extension of their unique architecture. That’s the power of authenticity.

V. Design is the act of creation with intention. Whether it’s to evoke emotion or inspire action, every design decision serves a purpose. From music that stirs the soul to a faucet that functions with ease, humans are natural designers.
The difference lies in skill—some design better than others. But the real question is: what draws the straightest line between vision and reality?

VI. Simplicity is often the ultimate sophistication. Did we strip away the unnecessary? Is the design clear? Can it be understood by a child?
Simplicity may be difficult to achieve, but it’s worth the effort. A simple design invites understanding and recognition.

VII. When examining past designs, we ask why they did it that way. When creating in the present, we ask how we’ll do it. When envisioning the future, we ask where we’ll be. Each question reveals insights that drive us forward.

VIII. Individuality is often praised, yet corporate art frequently looks the same—safe, repetitive, and bland. It’s ironic how many corporations mimic each other in the name of "individuality." True creativity thrives when designers collaborate, bringing diverse perspectives together. But maybe copying the most successful isn’t individuality. Perhaps it’s just playing it safe.

IX. As designers, our job is to create things people enjoy using. Losing touch with the everyday user shifts the focus from usability to ego. We then rely on money to convince the public that an unintuitive design is for them.
Stepping outside the echo chamber and seeing the world with fresh eyes keeps us connected to what truly matters—people.

X. Once you understand the fundamentals of design, clinging rigidly to them becomes counterproductive. These principles are the foundation upon which we build something new, unique, and honest.
The designer’s work is an ongoing dialogue between their experiences and the world, translated through their craft. That’s the essence of creativity.