The designer is not always right. The researcher is not always wrong. Profit is not always the motive; market research, whatever its outcome, should never be used as a good excuse for bad design – in the same sense that good design should never be used to promote a bad product.

The designer is not always right. The researcher is not always wrong. Profit is not always the motive; market research, whatever its outcome, should never be used as a good excuse for bad design – in the same sense that good design should never be used to promote a bad product.

— Paul Rand

Source:
Book of LOTS of Rand’s quotes

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