Intelligent Design. Happens when you use both - the creative and rational sides of the brain.
Pretty is not enough. Good solutions aren't about making things prettier. They're about making things effective.
Cheap is not enough. Good design is not an expense, it is an investment that drives future revenue.
Emotional approach is not enough. Many make design choices emotionally,
 viewing it as art, where strategy and rationale should be the measure.
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