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"If a designer says design A makes this much money, but design B makes even more, when you look at it with those sorts of financials against it, it can be quite hard not to use all these little tricks – especially when your competitors use them anyway," explains Brignull.
Once, he says, "design and beauty had to be part of machines".
"It's an interesting brand to work with because it is so recognisable," says design director Liz Cann.
Done right, she says, design can be a way to attack big global problems like climate change and water scarcity.
'The most common decorating mistake is trying hard to make everything match,' says design entrepreneur Fernanda Semler who opened the luxury hotel Botanique near Sao Paolo in Brazil last Autumn.
Nissan says design inspiration for the front seats came from NASA research on a stress-free posture in zero gravity, aiming to relieve pressure on sensitive, load-bearing areas — including the lower back, thighs and backside.
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Breslan says designing for a tiny screen was "a daunting task" at first.
Anderson has pioneered thousands of moves and stretches, she says, designed to correct nature's flaws.
Bick has been, she says, "designing since the age of 10.
On the back of the iPhone it says, "Designed by Apple in California".
She says: "Designing this is a torturous process.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com