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You sell a vision.. an image..
The Client's engineering tema then make that vision work...regardless..
Look at the number of poor mobile phones with style over substance and function..its the same thing...
Like cars...
Like buildings...
In fact anything that nees to be made can follow a strictly functional approach or a form approach or a mixture of both.
The only ones that really work are those whose form derives primarily from their function, but whose resolution of that function is inherently beautiful and intelligent.
They can be counted on the fingers on one hand.
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