On Design

A design is complete when there's nothing more left to take out; not when there is nothing more left to add. Think of a typical Hindi movie. The director keeps on adding things: song sequences, comedy situation etc. That's bad design. Think of cooking. You don't want to keep on adding all the spices possible; just the right ones in the right quantity.

Why is design important? Because it is the first point of contact between your product/idea and your consumer. It's the first thing a consumer reacts to. Given that product functionality is usually a commodity, design can be a powerful differentiator. Think Apple.

It's true for all design. Irrespective of whether you are creating or judging; and irrespective of whether it is a book cover design, an ad design or a product design, remember this: a design is complete when there is nothing more left to take out. Look hard at all the elements. Think of what you can take out. The temptation to keep them will be very strong. There will always be a logic for the presence of each piece. Just like there's a logic to having that extra song. Be tough.

Once all the extra stuff has been taken out, you'll find the harmony that's the sign of a great design.