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  • "Too much of design is too dumb."

    Communication, Communication Design

    I think too much of design is too dumb' by Tim McKeough

    What's the most important role of design today?

    Design is a big area to work in and there are many different sides, but I think there's definitely a cultural value to what we do. It's really important that design remembers how to put value into daily life. That's our goal. It's not just to make it more efficient or to make products that you can sell more of. Consumerism is not interesting. That's not the role of design. Design means thinking about sustainability and culture. We should be much more intelligent about how we build our world. I think too much of design is too dumb.

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