imagine a very thin line separating two general feelings:

– common, comfortable, and unnoticeable;

– weird, uncomfortable, and unacceptable.

great design is exactly this line.

if you miss this line by one millimeter the result can easily be too common or too weird.

a good example are jokes.

if you tell a safe joke not many will laugh or remember it.

if you tell a joke which is too extreme, the audience will be offended.

you need to “find” that fine line and not be too safe and not be too weird.

this is where great jokes, design, poetry, art, ideas, or anything else worth making is.

it takes many lifetimes to find that line.