First and second rationale
The first even by sight you can see is too waffley. It needs to be condensed down and worked from rather than condesnging my project down from my waffle.
Strike two. This is a massive improvement. I have pinpointed what is good even more-NATURALLY FUNCTIONAL THINGS THAT ARE BEAUTIFUL. A range has been developed also, different industries with imagery (examples of what I am preaching) with different language as NON CREATIVE PEOPLE WILL NOT UNDERSTAND FUNCTION OVER FORM?
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