If you can design a product that appeals to people's brains and hearts, you can get them to pay a great premium...
Ultimately, what sells the product is the emotional side of design. We aim to create products that intrigue people, invite a question: There's something different about this thing. What does it do? The critical moment is when they smile and say, "A-ha!" If done right, the process makes people feel clever. They think, "How come nobody ever thought of this before?" They get it, and somehow, the belong to this exclusive club of people who get it.
Alex Lee (President OXO International), "Made to Measure," Fast Company, July 2004, p. 57.
