Onur Cobanli explains:
Design is not simple, it just looks simple, because very good design is easy to understand, but when you look at a very good design, you understand the final product, not the processes that leads to that product, you do not see research, technology, hours of work when you look at a beautiful artifact that was designed, you see aesthetics, and many people understand or appreciate aesthetics but they do not see the depth of development and they do not understand or appreciate the true design behind the objects.