Truth in design

From Matt Gemmell’s recent article, Tail wagging:

There’s a question I try to ask myself when I’m creating something: “Is this true?”

An eternal struggle I have is to articulate the answers to, “Why do we participate in the activity of design?” Although the context of this article by Matt Gemmell is contemporary—Jony Ive’s rumored changes coming in iOS 7—the article is (in my opinion) timeless in how it touches on so many fundamental aspects around that basic question.

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Agree? Disagree? What do you think?