The best design is invisible. Say what?! What that really means is, if you’re successfully finding balance between color, type and layout then design goes unnoticed. That doesn’t mean that keeping things simple is easy. Being simple is actually pretty tough sometimes.
Still, all designs need to be simple to use and easy to understand. That can be applied to websites, collateral, packaging, you name it. When we design we want to be wrong as fast as possible...that gives us the opportunity to take our work from good to great.
As with all things we do we want our designs to make a connection, evoke a feeling or make people look for the share link to send to their friends or coworkers. Experience design works when we are leveraging our research and hitting the right emotional chord with the audience.