“I feel that language plays a role in the process. Simply because... talking about an idea in the early stage forces me to be precise in explaining what it is that I'm looking for but without creating an image.”
“I feel that language plays a role in the process. Simply because... talking about an idea in the early stage forces me to be precise in explaining what it is that I'm looking for but without creating an image.”
“It's good to have a challenge... if you can place, 'oh yeah, I can do that, that's easy' — you're not going to push yourself... I think you can achieve much more with a little bit of terror behind you.”
“I'm a big believer that companies are energetic entities. They literally have soul... that vibration is dictated by the people that contribute to it... everyone I hire, everyone I allow into my network is contributing and adding and possibly damaging or amplifying the positive.”
“We can offer a 2.0 to every idea — if we thought of creativity like tech, it's like without the iPod, would we have gotten to the iPhone 7”
“Your garden is not complete until there is nothing else you can remove, which is actually a very good principle to apply to UI design.”
“Our process is never about splattering the world of possibilities on the wall and showing a client, oh, these are the 20 different ways this can be done. What we do instead is we pick one thing that we think would be really extraordinary.”
“Space is supposed to enrich your life... that's why the public domain is very important — because not everybody has luxurious places to live. That's why schools should be very interesting. Libraries, theaters, museums.”
“Architects have been trained to think about their designs in terms of assemblies of discrete parts made of homogeneous materials, but we know that nature doesn't operate this way.”
“If you think about how a lot of the education system is… You first learn the tools and then maybe you get to apply them on ideas. Sometimes you might not even get to the ideas.”
“The process of purchasing it maybe at the Apple Store, getting it in that wonderful box, turning it on, experiencing the interface, creating content, connecting with your family and friends — then it becomes an iPhone.”
“Methodology somehow has become the idea itself — that itself is really troubling because methodology is kind of empty, a vessel that should be different to different situations”
“What does it take to come up with a really great idea? It's really 87% effort — it's like sitting there banging your head against the table... There's 7.5% luck.”
“Software... you can change it even over time, you can go back and change it and you can get a wider audience... even if it doesn't have your name on it.”
“The difference between going into a bookstore and browsing, and the fact of reading are two very different but very, very critical ways of gathering information.”
“You have to decide what is more important: doing something and fearing that rejection and fearing the failure, or having regretted not having done it. Which would you rather die of?”
“Don't get too committed to any one idea too early… the core idea is going to be shifting around underneath your feet all the time, and you need to kind of understand the region of space it can shift in.”
“Never sit and wait for the phone to ring with the perfect job. Why? Because there is no perfect job. The perfect job is the one that you make for yourself.”
“This thing that you've made, it's from you, and it feels like you, but it really isn't you. It goes out there, and it's not yours anymore. Your thing becomes our thing.”
“Design is meaningless unless it's having the intended effect or the unintended effect on other people.”
“What the students get from a good teacher is not instruction. What they get is a demonstration of someone's view of life. I mean, that's what you teach — you teach a way of perceiving the world.”
“Simplicity isn't about removing clutter — you just end up with an uncluttered product. A desiccated, soulless product.”
“We've come from being a society that is paranoid about being observed to a society that is… paranoid that nobody's watching.”
“The success of the iPod, iPhone and so on is that it is a product, but above all a system, and behind the system, a service, first and foremost.”
“The more it’s simple, the harder it is to make... that’s a lot more work than sometimes people are willing to take on.”
“One of the things I learned from designers like Paula and Louise is that good type doesn’t come from the computer — it comes from the culture.”
“The most interesting films that take the biggest risks are the ones with the least amount of money — because people who’ve got lots of money don’t want to risk spending lots of money on a filmmaker taking a risk.”
“I say the best design is invisible nudge... the best way is to just apply a tiny little pressure that they don’t even notice, right? And then they lean forward and they fall into it.”
“I don’t like the word compromise... I’ve known for a long time that as long as I maintain the central idea to the project and I can adjust the work to suit.”
“I didn’t realize that the root of the word object is really that something is thrown in your way… objects are not just unobtrusive, blending into our environment.”
“My greatest design tool personally is to look what that genre is doing and make it 3 to 5% different.”
“Confidence is always about yourself while enthusiasm is about something else... confidence is impressive while enthusiasm is infectious... confidence is serious while enthusiasm is fun and fun wins”
“Pursuing dead ends is your creative life insurance… it’s almost like becoming a professional soccer player — if you come home from practice 10 times in a row without a single bloody knee, you’re doing something wrong.”
“The logo is recognizable not because of the arc, not because of the typeface, but because of the ubiquitousness... you see them everywhere... That’s how big companies get known.”
“People at tech companies who are designing tend to look at images from other tech companies... there’s just hobo signs and engravings and all that source material that maybe just can spur you to think a little bit more outside the valley”
“One of the questions that you have to ask yourself is whether who does the driving? Do you, do we? Does the machine, where does the agent fit in this?”
“Confidence is overrated... What’s more important than confidence is courage. Confidence comes from the repeated endeavor... how could you expect to have confidence in something you don’t know how to do?”
“No one secretly wants a new logo. They all want someone else’s logo, or they want their old logo back.”
“I don’t remember ever being forced to accept compromises, but I have willingly accepted constraints.”
“The creation of a puzzle is one of the tools that you have to make people understand things... the likelihood is that they will remember and respond to it more than if they’re told something directly.”
“Form doesn’t follow function anymore... when you take something like an iPhone, until you turn it on and things happen, you don’t know what the function will be.”
