(...) If design sees itself as a service whose goal is to address the problems of the client, the design is ignoring what it really is, which is design is an environment for its audience. We need to reject the notion (…) that the people we work for are our clients. The people we work with should be our clients, the people we work for are our audience. Neglect that and you start to build dystopias, because you start to build systems of manipulation, systems of control (…)

David Rudnick, Crisis of Graphic Practices
João Coutinho
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