We get used to things, and we like reading the way we're used to reading.

A good cook can make something amazing out of even the blandest ingredients. Still, you don't want to eat the exact same dish every day.

BE PURPOSEFUL AND THOUGHTFUL IN THE CHOICES YOU MAKE WHEN THE OPTIONS ARE NEARLY INFINITE.

The design of the notorious Palm Beach County "butterfly ballot" in the 2000 Presidential election is certainly one of them. But I would say most of the time this is less about a conscious attempt to manipulate an outcome, and more about pure ineptitude.

Every little job counts. Design counts.

We use the word typography to describe two different things: the design of letterforms, and the layout of typeset passages on a page. Both of those experiences are really important to communicating information, especially when that information involves complex ideas.

I think that you could design a terrible logo for a good company with great people and they could build it into a great program. Alternatively you could design what seems to be a brilliant logo for people who are not smart or energetic or are incapable of associating with anything positive and it would become a terrible logo.