What do we want?
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Imagine how much more effective the design process would be if you knew what your clients were really thinking. What colors inspire them? How do they interact with their physical environments? How does sunlight make them feel?
Answers to such questions are rarely gathered during typical pre-design planning sessions. For one thing, design teams rarely delve that deeply into the human psyche of end users. And most people have difficulty verbalizing this kind of subjective information.
Research shows that only 5% of what the average person thinks can be expressed verbally, the other 95% is hidden deep within the subconscious.