Keep It Simple, Stupid.

There's too much pretentious, overcomplicated rubbish in the world already. Our mission? To try not to add any more. Now this is a lesson learned the hard way, through experience. I should confess here that I've dished up my fair share of designs in the past that go a bit heavy on the old grunge, or unreadable small text. And I'm probably going to hell for that.

You always learn, though. And these days, after 20 years designing and 15 years of websites, Generic Design encompasses these principles in good design.

It must be clear, typography must be legible. It must be as accessible as possible, easy to understand and, ideally, fun.

It has to be clean, with instant visual appeal. Communication is the key, not awards from out-of-touch awards panels.

Great design solves problems and makes life easier.