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Good design is simple

Elegant solutions result from a few carefully chosen structural elements rather than a profusion of superficial ornament.

‘Say what you mean and say it briefly’. Ornament is not in itself bad, only when it camouflages poorly thought through form.

‘When simple is forced upon you, you have to address the real problem. When you can’t deliver ornament, you have to deliver substance’

Advertising design: Blackwell Publishing, Aspect, Royal Society of Chemistry

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