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It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.

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Simply a Bright Idea 6:05 AM

We have all done it. You might be doing it right now. If you are reading this site, then you are probably predisposed to doing it all the time. Over thinking a design. That’s what designer Sungho Lee did when he first approached his LED light design. He started by filling a box with all the requisite parts needed to generate a LED light. After stepping back, he stripped his design of everything that wasn’t necessary. Basically it’s a paperclip, slightly modified to to hug a watch battery and topped with the LED light. Brilliant!

Designer: Sungho Lee


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