4. All design is product design

Everything no matter how ephemeral or effusive gets used by its recipient. We don’t watch movies we use them to be enlightened, entertained or frightened. We don’t read books, we use them to learn or to be comforted. Sometimes we don’t even care about reading them and we use them as decoration, status symbols, or declarations of our values.

When we design an object, we ask ourselves if we’ve made something with a life beyond the moment of its intended use. We think a postcard has a chance to be beautiful and useful beyond the small window of time and use that it was intended for.