As with all forms of communication, some of us believe that designs that send out clear and engaging messages tend be more easily understood and remain perpetually more memorable than the ones where it is not certain where the eye needs to look, for instance. It is often said, “to each one project, we give only one idea”. This restraint that we put upon ourselves produce results of which we consider superior to solutions where far too many “things” are thrown into one project, almost too many ideas and not enough focus.



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