I’m not a designer. I work with incredible ones. I’ve led dozens of brand and product projects alongside them. And after a decade in this space, here’s one thing I keep coming back to: the best design doesn’t just look good—it makes sense.
Clarity isn’t boring. It’s generous.
And it’s a power move.
I saw a sweatshirt last weekend with a painfully cool font on it. I stared at it for ten full seconds and still have no idea what it said. And all I could think was:
… if that sweatshirt were your homepage, no one would convert.
Because here’s the thing: we’re not designing sweatshirts. We’re designing systems of communication. And clarity isn’t a downgrade—it’s the goal.
Clarity isn’t boring. It’s generous.
We’re not here to hate on bold visuals or expressive creativity. Design can and should be beautiful. We love beautiful. But clarity isn’t just about contrast or font weight. It’s about fit.
Most of the teams we work with aren’t making decisions based on trends. They’re smart. Intentional. Well-researched. Yet, they see something work for another brand—a striking design, a bold campaign, a minimalist site—and think: maybe that could work for us. (No judgement, it’s an easy thing to do.)
But what made it work there was context. The tone, the audience, the product, the message. Clarity isn’t just about being readable. It’s about being right for your moment, your brand, your people.
That’s the real strategy. Not mimicry, but translation. Taking inspiration and applying it on purpose. In context.
The most effective design doesn’t just show up. It lands. It meets the moment. And it meets the user.
So what is legibility, really?
It’s not just about big type and obvious buttons (though sometimes it’s that too). Legibility is the feeling of immediate understanding. It’s when a user looks at your page or product and knows exactly what they’re looking at, what matters, and what to do next.
And it can absolutely be beautiful. In fact, when it’s done right, it is.
Legibility looks like:
- Typography that creates a rhythm. Big ideas should feel big. Supporting info should feel supportive.
- Color contrast that’s not just compliant, but intentional. Does your most important action stand out? Is your product usable in bright light, on mobile, or by someone with low vision?
- Layouts that create breathing room—not just for style, but for understanding.
- Copy that doesn’t try to be clever instead of being clear.
- Visual hierarchy that guides the eye. Not just design elements stacked together, but a flow.
When someone lands on a beautifully legible site or platform, it feels confident. Not loud. Not busy. Just: “I get it. I trust this.”
Remember, clarity isn’t the opposite of personality—it’s how you deliver it.
Legibility builds trust. And trust builds everything else.
Want to be perceived as clear, capable, premium, or credible? Start by making it easy for people to get what you’re saying. On any device. In any light. At any point in their decision-making process.
We’re not just talking about font size. We’re talking about:
- Copy hierarchy that actually guides
- Buttons that look like buttons
- Layouts that help people scan, not squint
- Color choices that pass accessibility standards
- Interfaces that prioritize what matters most
You want to feel confident? Look confident? Show up like a brand that knows what it’s doing?
Make it legible.
Ask yourself these questions. Then ask them again.
- Can someone tell what you do in 5 seconds?
- Can they read your headline on mobile, outside, in bright light?
- Do your buttons look like buttons?
- Would your most important user know where to go next?
- Are you designing for your audience—or for a brand you saw on Instagram?
Want to see it in action?
We worked with the Associated Medical Schools of New York (AMSNY) to redesign their website—clarifying not just the layout, but the message. Over time, their site had grown organically into a deep, valuable repository of research, programs, and policy resources. But with that growth came complexity.
The user flows had become challenging. It wasn’t always easy for funders, policymakers, students, or advocates to find what they needed—or understand AMSNY’s full impact at a glance.
We didn’t throw it all out. We clarified it.
- We restructured the content to align with audience needs and behaviors.
- We introduced real hierarchy—so someone scanning the homepage could immediately understand who AMSNY is, what they do, and why it matters.
- We added breathing room—reducing friction and helping key insights shine.
- We elevated high-priority actions and information—without overwhelming the user.
Clarity is the flex.
It says, we know who we are. We know what we offer. And we want you to get it.
Don’t just make it pretty. Make it clear.
Make it meaningful.
Make it make sense.
AND make it beautiful.
