Everyone has their own opinions on design and debate between designers and design ethos's are an absolute minefield but to me design is simple. Good design is found in a good relationship between client and designer and that's it.
Once a designer thoroughly understands the needs of a client and the target audience then the work just becomes a natural extension of that, its simple but this can only be achieved through thorough research and the involvement of the client every step of the way through the design process.
For me the finished product of design should be beautiful, it should be simple, clear and above all else it needs to communicate, what message are you sending out? What are you saying? All of the other points are useless if you are not communicating the correct message and that's it. Simple, just as it should be.
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