Perfect communication is person-to-person. You see me, hear me, smell me, touch me. Television is the second form of communication; you can see me and hear me. Radio is the next; you hear me, but you don’t see me. And then comes print. You can’t see or hear me, so you must be able to interpret the kind of person I am from what is on the printed page. That’s where typographic design comes in.
The adult public’s taste is not necessarily ready to accept the logical solutions to their requirements if the solution implies too vast a departure from what they have been conditioned into accepting as the norm.
What focus means is saying no to something that with every bone in body you think is a phenomenal idea, and you wake up thinking about it, but you say no to it because you’re focusing on something else.
Simplicity is not the absence of clutter, that's a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That's not simple.