Taste or something like that

Movies beckon different tradeoffs today. Seeing the movie isn’t enough reward to justify the cost. Social capital used to mean time given to friends in physical spaces where friendship was solidified. It now means attention given to me that can be used to grow personal social followings and participate in online fandom. The reward of going to see a... See more

True taste is less performative. It is a product doing exactly what you want it to do with minimal friction. It is a feeling of working with a system, rather than against it. It is intuitive but legible, familiar but anticipatory.

Taste is the instinct that tells us not just what can be done, but what should be done.

Clear taste acts as a decision-making accelerant. Every choice becomes obvious when filtered through a coherent point of view.

If your "taste" doesn't cost you something, it's not taste. It's preference.

Taste and craft are not about endless design reviews. Taste is finely-tuned intuition for what differentiates good from great — and perhaps more importantly, the ability to explain why.