Bad design is simply great imagination without wisdom.

Onur Cobanli توضیح می‌دهد:
Wisdom is highly important for design and wisdom separates what is good design from what is mediocre design; wisdom is your key ingredient for good design; you need to know the science, the tools, the people, the observation, without having these wisdom you are not designing but simply experimenting without a solid goal; you can have some good results occasionally but most of the time you will have terrible results; but if you integrate wisdom to your design process, iteration and experimentation that you will come up with great designs that have solid science, observation and technique behind them.