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Managing the Design Process-Concept Development by Terry Lee Stone

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Chapter 5Informed Risk Taking

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Taking Creative Risks

There is a lot of competition in a client’s world—whether they are working to differentiate their existing product from competitor’s or simply trying to get noticed in the first place. Winning in the face of competition means standing out. That often means daring to be different. It means taking creative risks and pushing the design.

For any given assignment, a good designer will typically explore a range of solutions from mild to wild. They’ll often present a client with design options that are well within the comfort zone but provide what is, in essence, a refresh of an existing design system ...

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