For those who know me well, you know that I’m not terribly fond of writing. It’s easier for me to show you — to sketch something or mock something up within the safety and comfort of gridlines. But this is a post that I’ve been meaning to write for some time. And now the time feels right.

As a designer and confessed minimalist, it never ceases to amaze me when we are approached for a project indifferently described as “simple”.  The implication is obvious. That simple is easy, it’s fast and it better be cheap.

Now, as the world mourns the loss of a creative visionary, design enjoys a rare, celebrated moment. Simplicity is being recognized.

My design career began in 1998 on a beige Power Mac 6500. Compared to my current MacBook Pro, it was clunky and lacked sophistication. Sadly, my design skills at that time could be described much the same. Through the years, I’ve been fortunate to work with some really smart, talented people. I’ve actively sought opportunities that would challenge me professionally. I’ve asked a lot of questions. In the process, I’ve been handed my fair share of criticism — some constructive, some humiliating — but I’ve learned. A lot. And after 13 years of “practice,” I've come to realize that while we generally associate evolution with a growing complexity, in design, the most evolved is the simplest presentation possible. And no brand embodies this belief more than Apple. Steve Jobs’ primary design principle held that it’s "not what you can add, but what you can remove."

Simplicity is a concept often underestimated. In his book, The Laws of Simplicity, John Maeda, President, Rhode Island School of Design, states, "The simplest way to achieve simplicity is through thoughtful reduction."

What most people don’t understand is that it’s not that simple. It’s strategic, thoughtful and intelligent and requires a strong understanding of both design and marketing. An understanding that comes from experience. And that takes time, mentors, inspiration and dedication to your discipline.

Good design is in the details. Good designers think different.

Dedicated to Steve Jobs.