A good logo provides the pleasure of recognition and the promise of meaning. |

Now that we’ve agreed designers should code, can we also agree designers should know how to write? |

An unlimited-length file name is a file. The content of a file is its own best name. |

A well-designed and humane interface does not need to be split into "beginner" and "expert" subsystems. |

Listen to your client, take into consideration all of their input, weigh the options, study the details, know the target audience, and then, if necessary, ignore all of it and design what you think will work best. |

In visual perception a color is almost never seen as it really is — as it physically is. This fact makes color the most relative medium in art. |

Design will remain broken until we decouple design schools from art schools. |

Art is a product; design is a process. |

In design man becomes what he is. Animals have language and perception as well, but they do not design. |

What matters now isn’t storytelling; it’s telling a true story well. |

Our designs are not ethical or unethical in that they're using ethical or unethical means of persuading us. They have a moral component just in the kind of vision and the aspiration of the good life that they present to us. |

Creativity is allowing yourself to make mistakes. Design is knowing which ones to keep. |

The best way to predict is to invent it. |

There is no intuitive interface, not even the nipple. It's all learned. |

Many of our interfaces are really just ways to try to repackage time so that it’s meaningful, so that we can do stuff with it. It’s not that there isn’t enough time but rather that there’s too much of it. |

How do I know what I think until I see what I say? |

No one comes to a website for the design. Just like no one goes to the theater for the seating. But your ass enjoys a good seat. |

Never, ever, ever let them call you a “creative”. It’s a way to be disenfranchised. You are a designer. It’s not magic, it’s a trade. |

A good designer finds an elegant way to put everything you need on a page. A great designer convinces you half that shit is unnecessary. |

What you save on budget, you take on in risk. |

Design is as much an act of spacing as an act of marking. |

Difference between "features" and "intents":
Consider a user talking about your app saying, “it can do this, it can do that”. Now compare that to them saying that with your creation “I can do this, I can do that”. The difference is syntactically small but incredibly important from an application design and implementation perspective.
In the latter case of a user saying that with your app they can do this or they can do that, you have successfully interlocked the users intentions with the features your app possesses. |

Design is a set of decisions about a product. It's not an interface or an aesthetic, it's not a brand or a color. Design is the actual decisions. |