Design is making decisions and packaging as a whole.

Writing is design – it’s packaging ideas.

Hitchcock pioneered the idea of storyboarding in film.

• It’s an unintentional useful discovery that you make.
• Gruber’s present theory
  • People who like to open their presents early and sneak a peek
  • People who like to wait for the experience of the present
• Apple is designing for Christmas
• How the fuck do you do that?
  • Has a lot to do with screwing up a lot

Design is likea plea bargain – you can’t guarantee great design, so often mgrs will take the safe design to avoid the risk

A logo derives its meaning from the quality of the thing it symbolizes, not the other way around

“Reflects the spirit of the company” = “I want a pony”

Pony requests

Pixel perfect mock-ups

• Start with ten designs, and then iterate down to 3, then eventually own to 1
• Get a lot of room to design from the beginning.

The Pony Meeting

Designers are expected to be clever, which can be problematic. Don’t have to be clever – check out the Apple logo.