Great Design is a brilliant collection of beautiful ideas.

Onur Cobanli menjelaskan:
Great design is never founded on a single idea; there are always multiple ideas, knowledge, materials, processes, tools, knowhow, research, and thinking that is involved and that goes into one grand design, and each one of these elements are almost always equally important; at the most simple level imagine great design as a table; and its legs as the elements of design; the knowhow, the research, the tools, the procedures; you need all the legs of the table to be at equivalent length; there is a very much need of balance. Likewise, for great design, the research conducted must match the materials used, the processes shall match the tools, and the aesthetics should match the function, as much as it could be, for it is not just one element but the collection of all elements, and their balance together is how the design is judged.