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Someone once said…

Graphic design has been likened to a wine glass. When we drink wine we barely notice the glass it’s served in. It wouldn’t be true to say that we don’t care what glass we drink out of – we wouldn’t choose to drink a rare vintage out of a Tupperware mug, for example – but it’s the wine that matters, not the vessel it comes in.

— Adrian Shaughnessy (from this great article)

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