Making it elegantly clear
My approach to design is to make every word and image prove why they deserve attention. I strip down, lay bare, and put each to the test. No one gets to be on the page who shouldn’t be there if I can help it. I then assign places. Who gets the most attention on this page? Who is next? I pay just as much attention to the spaces between; these help draw attention to those who have passed my test. The result? Elegantly clear communication.