In general, I think audiences are a lot smarter than people think. So, it's not "know your audience", it's "respect your audience, and really know your content".

In general, I think audiences are a lot smarter than people think. So, it's not "know your audience", it's "respect your audience, and really know your content".

If you’re told what to look for, you can’t see anything else.

The point of the essay is to change things.

Clutter and confusion are failures of design, not attributes of information.

If there is a well thought-out design standard, it should be followed. In practice, great design comes from great designers. That is empirically the case. If a great designer did a first-rate standard, that model should be followed. Great design is not democratic; it comes from great designers. If the standard is lousy, then develop another standard.

Science and art have in common intense seeing, the wide-eyed observing that generates empirical information.