For me, and isn't that what really matters, design means finding a way to change someone's mind. You don't need to convince a customer to buy something they really want. Design is all about the psychology of changing peoples minds.
This has lots of fun factors, though. For example, if someone thinks you're trying to change their mind, they'll instinctively resist. Some people will interpret your message completely wrong. An ugly design, that people don't like, may be the most effective design. For this reason, design has nothing to do with making things look good. Like the jingle you hate but can't forget.
Remember, the greatest beauty is always a lie
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