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“Innovation is about creating something that is fresh for those who encounter it, workable for people who need to user it and logical for people who want to understand how it works.” – Arup

The three concepts in this quote apply to good design!

Fresh: Aesthetically, conceptually, experientially, procedurally, emotionally – different and unexpected. Absolute originality is not important. Just never-before-seen in the context of its application.

Workable (usable): A piece of design (a product, service, process or system) must be usable, accessible, distributable, or manufacturable.

Logical (contextual and considered): The opposite is stylistic and shallow – all look and no substance. Being a slave to fashion may help short term sales, but discourage any real emotional connections with users, and hence sustained loyalty.