Theory behind simple design.


Sometimes design work is particularly difficult. The obvious, clear design refuses to reveal itself, and the text and pictures just don’t flow properly. The reason might be that the designer has become too attached to a particular element and fails to see that this is what is blocking production of a good design. The solution to this problem is to force yourself ruthlessly to take out whatever doesn’t fit. The brutal term for this is ‘Kill your darlings’.

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