Gone in Sixty Seconds (or Less)

Amit Gupta:

Ask us what we’re looking for, however, and most of us won’t know. Though we can’t articulate what we want, it’s clear that we all know it when we see it. Design helps us see it.

Plenty of time my clients suddenly become art directors after they see my initial design. “I think the header should be bigger.” “I think the color should be darker.” “How about moving the image down a few inches.”