Sublime
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Aesthetic designs are more effective at fostering positive attitudes than unaesthetic designs, and make people more tolerant of design problems.
William Lidwell, Kritina Holden, Jill Butler • Universal Principles of Design, Revised and Updated: 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, and Teach through Design
The typographic lockup and proportions of the page have the biggest effect on the skeleton—if I have to cram a long word onto a single line but still want to give it visual importance, the skeleton must be narrow, the letters taller than they are wide.
Jessica Hische • In Progress: See Inside a Lettering Artist's Sketchbook and Process, from Pencil to Vector

Great design is when you design for others to feel, to experience with their senses, perhaps even to be pleasantly surprised–a joyful experience. This joyfulness converts always into goodwill, warm memories and, if you are so inclined, cash. Some of the most successful recent businesses were founded by designers–adopting their practices could be th
... See moreAlan Moore • Do Design: Why Beauty Is Key to Everything

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