“In a world of scarcity, we treasure tools. In a world of abundance, we treasure taste.”
My understanding
There was a time when simply having the right tools was enough to stand out. Knowing how to code, wireframe, prototype. Tools were rare, access to technology was limited, and expertise in using it felt like holding a golden key. Having a specialized skillset made a designer irreplaceable.
But now, the tools are everywhere. No-code platforms, AI design assistants, drag-and-drop builders, prototyping kits. They have lowered the barrier for entry. Anyone can build a landing page, create a prototype, or publish an app with minimal technical knowledge. Skill still matters, but it is no longer the only currency. In today’s world of abundance, taste is what sets true designers apart.
Taste is about judgement. It is knowing when to add, when to subtract, and when to step back entirely. It is the intuition to feel what is right for the product and the courage to say no to clutter, no to trends that do not serve the experience. Taste is about understanding nuance, context, emotion, and culture. It goes beyond surface-level aesthetics. It touches how a product makes someone feel the moment they interact with it.
Taste cannot be automated. No AI tool, no template, no pre-set library can replicate it. Taste is built slowly, quietly, over years of experience, of observing great work, of studying the details that most people overlook. It grows through curiosity, humility, and the desire to craft something that truly resonates.
This quote reminds me that my job as a designer is no longer just to operate the tools or deliver what was asked. It is to guide the project with vision. To make deliberate, thoughtful choices that elevate a product from functional to unforgettable. It is about creating work that feels effortless, but only because so much intention is hidden beneath the surface.
Taste is the invisible hand that shapes products people love. It is the reason why two apps can offer the same functionality but only one feels right. It is what makes a user not just stay, but come back.
Reminds me
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From Dieter Rams, “Limit everything to the essential, but do not remove the poetry.”
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“A fool with a tool is still a fool.” I don’t know who said that, but it reminds me that tools, no matter how advanced, don’t replace knowledge or skill.
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From Bill Moggridge, “If there’s a simple, easy design principle that binds everything together, it’s probably about starting with the people.”