An interesting quote I remember was from George Lucas when he was discussing the original Star Wars movies.
To paraphrase, his thoughts were that to make a really good, effective, believable villain character, you can’t just make them a cackling cardboard cutout – you have to give them depth, motives, show that they’re people too. That as bad as their actions are, they believe that what they are doing is good.
I always found that thought an interesting one.
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