Supreme excellence in design is to create an artifact that is both used and loved.

Onur Cobanli објашњава:
I think an important end goal of design is to create functional artefacts, products, projects, services, experiences and offerings that create value for people, for the consumers and for the society. While most design creates positive value, only a rare number of designs create such extreme value that you have in return high positive resonance and emotions towards it; if you can create really amazing products and designs, that not only function well but function very well, not only where form follows function but also where form follows emotion, then you will come up with artifacts that resonate with psyche, that people love and care. To create such artifacts, the designer must focus all their intellect, as such artifacts are the zenith of design creation.