Clients sometimes look at me quizzically when they ask, "How long does it really take to design a [insert project type]?" and I answer, "It takes as long as the budget allows."

Really. This is how I answer the question, and it's not because I'm greedy, or that some clients can pay more and therefor should, or any other quasi-ethical flimflam that sleazy consultants try to pass off as enlightened business practices. Every one of our clients gets exactly what they pay for, if not more.

The video below is an excellent example of why design is a moving target, and not a commodity. I only wish I could take credit for the video, which was made by the talented folks over at taptaptap (super-talented iPhone developers, for those who don't know).

See, the thing is, design is an iterative process. Given enough time (and time = money) it can go on for a long time, and take hundreds, if not thousands of tiny iterations to really hone a design to the razor sharp edge of perfection. Money = Time = Number of Ideas You Can Generate/Mock up/Vet = % of "Perfect" you can achieve.

Watch the video. You'll see what I mean.