We're taught we need to follow fundamentals and principles when designing, and you can't really fault anyone for teaching that. At the core of any craft, there are rules that need to be followed to achieve a certain result.

Because when you think about it, methodically designing will always guarantee what works. Less time reviewing, less time researching, and a more streamlined approach for future projects.

Other creative industries such as music or film often come to my mind when I try to depict what I mean. They often have structured processes. Pick a key, choose a chord progression, get going with a chorus, etc. But you'll always find that the most memorable songs are the ones that are weirdly off, in a good way.

I directly speak to the quote "Learn the rules, then break them", because I firmly believe that is what allows us to go beyond what currently exists.

To design experiences that feel human, experiences that go beyond the typical and predictable.