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Jony Ive on naming things

Check out Jony Ive discussing design on this delightful video from the BBC show Blue Peter…

If we’re thinking of a lunchbox, we’d be really careful about not having the word "box"… already give you bunch of ideas that could be quite narrow. Because you think of a box being a square and like a cube. And so we’re quite careful with the words we use because those can sort of determine the path that you go down.

Via 9To5Mac and Daring Fireball