Design cannot rescue failed content.

Design isn't crafting a beautiful, textured button with breathtaking animation. It's figuring out if there's a way to get rid of the button altogether.

The essential test of design is how well it assists the understanding of the content, not how stylish it is.

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

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".

Clutter is not an attribute of information, clutter is a failure of design...fix the design rather than stripping all the detail out of the map.

We've drifted into this presentation mode without realizing the cost to the content and the audience in the process.