Simple

As individuals rather than populations, we may take a different perspective. In an increasingly complex world, we value simplicity in many forms: functional, visual, and interactive. Fitness for purpose not only implies that something does what it needs to well but also that it is not compromised by doing more than it has to; a design pared down to the minimum can be quiet, yet iconic; and the simplest of interactions can

Apple iPod be refreshingly direct and immediate. We perceive and appreciate the thoughtfulness that lies behind an elegant design.

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