Flat Design

Design styles

We understood that people had already become comfortable with touching glass, they didn't need physical buttons, they understood the benefits, so there was an incredible liberty in not having to reference the physical world so literally

– Jony Ive

The fundamental paradox of the designing process is an oscillation between "the aim of making something new and different from what was there before, and the desire to have it make sense, to be recognizable and understandable."

– Klaus Krippendorf

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