Design
A good design is an answer to a question; a solution to a problem. It may take an unexpected form, but it will always follow it's function.
This is the mindset I bring to every design project. The reader should see the content first, and the design second. If you pick up something I've made and think, "This content looks cool!", and then immediately start reading—I've done my job.
Of course, this pursuit of clarity is not to the detriment of fun! My favorite designs always have an element of playfulness to them.
Samples:
