3. Elimination of Fluff: The Art of Discarding the Obvious

Fluff is the enemy of the modern designer.

Fluff is the unnecessary, the superfluous, the obvious.

Fluff is the 'Lorem ipsum' of the 21st century.

• Fluff is a disease that spreads through the veins of even the most stalwart designers.
• Fluff is a cancer that metastasizes through the very fabric of the design.
• Fluff is... okay, fine, fluff is just a lot of words that don't mean anything.

So, how do we eliminate fluff?

Here are some tips for the discerning designer:

• 1. Eliminate the Unnecessary
• 2. Stop Using Lorem Ipsum
• 3. Just Stop

… And that's it.

… That's all the fluff we have to say on this subject.

Next: 4. The Utopian Approach