Universal Principles of UX

Most companies selling design research are selling a pseudo-scientific con.

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Design cannot be fully objective.

In 1972, in the annex of the Stedelijk Museum in Amsterdam, Dutch graphic designers Wim Crouwel and Jan van Toorn debated whether objectivity or subjectivity works better in design. Crouwel argued in favor of the graphic designer as the rational and objective service provider, and van Toorn argued that such objectivity is not only impossible but a disservice to society, as personal expression communicates much more powerfully.

While graphic design has since moved on from this debate, with both rational and personal expression holding credence, the debate still remains in the UX design field fifty years later. Objectivity is often ...