Great design is not democratic; it comes from great designers. If the standard is lousy, then develop another standard.

Good design is clear thinking made visible, bad design is stupidity made visible

A curious consequence is that I have become a minor celebrity.

I do believe that there are some universal cognitive tasks that are deep and profound - indeed, so deep and profound that it is worthwhile to understand them in order to design our displays in accord with those tasks.

The point of the essay is to change things.

If your words aren't truthful, the finest optically letter-spaced typography won't help.

The speculative part of my work is that these particular cognitive tasks - ways of thinking analytically - are tied to nature's laws.