He points out what is the Zero principle of design: "if you want to break the rules you first need to know the rules to be broken".
And the rules are CRAP :)
That is to say, Contrast, Repetition, Alignment, Proximity.
The idea behind contrast is to avoid elements on the page that are merely similar. If the elements [...] are not the same, then make
them very different.
Repeat visual elements of the design throughout the piece. [...] This
develops the organization and strenghtens the unity.
Nothing should be placed on the page arbitrarly. Every element should have some visual connection with another element on the page.
Items relating to each other should be grouped close together. When several items are in close proximity to each other, they become one visual unit rather than several separate units.
Rules, conventions, and the "common sense" build up what is a good design.
The thing is, what makes a "good design" is not what makes an "excellent and innovative design".
What makes an innovative design is something that goes beyond common sense, rules, conventions.
It is about creating something really new, something unprecedented.
We all know that, the Web is an infinite source of designs and attempts of establishing a new way of communicating "things".
Most of them are just failures. Until you find something that is really capturing, it stimulates your neurons in a positive way, it programs your will to go on, to follow the Cheshire cat...
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