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"A designer…has the true responsibility to give his audiences not what they think they want, for this is almost invariably the usual, the accustomed, the obvious, and hence, the unspontaneous.  Rather, he should provide that quality of thought and intuition which rejects the ineffectual commonplace for effectual originality."

— Lester Beall
lester beall Quotes Commonplace,Obvious,Designer

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L
Lester Beall
Commonplace
Obvious
Designer
Intuition
Rejects
Originality
Accustomed
Audience
Usual

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