The Internet is full of choices, and nobody is going to make the choice to use a product that is hard to use or unattractive.
Consumers have zero time for products that are not simple, intuitive, and attractive to use. This is especially true with Internet products, where clean and useful design is a prerequisite to keeping anyone on your site for more than 30 seconds.
Ugliness does not sell.
Beauty and brains, pleasure and usability - they should go hand in hand.
I love 'Victoria's Secret Sport' because what they do so well is the fit and how it makes you feel. They sculpt all the right parts of your body. Plus, there's so much to choose from - colors, prints, and cool details. It's dangerous - you want everything.
Initially, it was the unpractical in fashion that brought me to design my own line. I felt that it was much more attractive to cut clothes with respect for the living, three-dimensional body rather than to cover the body with decorative ideas.
I think every business, really, has a unique reason for being, unique assets, unique attributes, a unique history. And that can be turned into a very attractive design story, essentially, that consumers can relate to.
Nobody wants an ugly book.
