"I find that in the process of making a film you're constantly discovering things that you never even imagined would work at the beginning. Actors come into the film and do things you never even imagined. Production designers come in, the director of photography lights it in a way that you never imagined. So, it's always evolving, always exciting."

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Everything has a personality: everything sends an emotional signal. Even where this was not the intention of the designer, the people who view the website infer personalities and experience emotions. Bad websites have horrible personalities and instill horrid emotional states in their users, usually unwittingly. We need to design things-products, websites, services-to convey whatever personality and emotions are desired.

— Donald A. Norman