My web design philosophy is no razzle-dazzle. My job is to help my clients identify and express the one or two uniquely true things about their project or company, then enhance it through a memorable design with a light touch. If complexity comes along, we focus in on it, look for patterns, and change the blueprint for what we’re building. We don’t necessarily go looking for better tools or fancier processes. In the past, I’ve called this following the grain of the web, which is to use design choices that swing with what HTML, CSS, and screens make easy, flexible, and resilient. It seems there are fewer and fewer notable websites built with this approach each year. So, I thought it would be useful remind everyone that the easiest and cheapest strategy for dealing with complexity is not to invent something to manage it, but to avoid the complexity altogether with a more clever plan.

As someone who has decades of experience on the web, I hate to compare myself to the tortoise, but hey, if it fits, it fits. Let’s be more like that tortoise: diligent, direct, and purposeful. The web needs pockets of slowness and thoughtfulness as its reach and power continues to increase. What we depend upon must be properly built and intelligently formed. We need to create space for complexity’s important sibling: nuance. Spaces without nuance tend to gravitate towards stupidity. And as an American, I can tell you, there are no limits to the amount of damage that can be inflicted by that dangerous cocktail of fast-moving-stupid.