
…ny products are simply the vehicles used to deliver satisfaction. As Theodore Levitt famously said, “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” Every product we design needs to fulfill its implied service promise.
Think of negative space like water—it should be allowed to gently drift back and forth down the design, until it ultimately trickles out. We don’t want stagnant puddles! Trapping space often leads to your eye being confused about where it should go next, because all di…