I really like this image and quote above. But of course I have an opinion. Yes the design must evoke an emotional response; however the designers need to be working from a strategy that uses a key insight into the consumer to be able to evoke the correct emotional response. Without a connection to the product, campaigns, or communications purpose (which is to create an emotional response) the design is useless.I am sure that Conran & partners who coined this phrase above are well aware of this however I still notice poor design on a daily basis.
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