I dunno about you, but I’m pretty overwhelmed by the state of digital design. It’s all so incredibly loud and often lacking substance — many websites feel like digital junk food, satiating a sweet tooth craving for vivid stimulation.

In contrast, it’s a breath of fresh air to stumble upon a website that’s, for lack of better words, plain: Ordinary color palette, no crazy popups or banners, crisp imagery, great typography, room to breathe, and a clear and compelling story.

I want to make more websites that feel like a safe haven from the loud internet. Where there aren’t any awards won for mind-bending animations or insane innovation, but rather a mind-easing lack of visual clutter that promotes more meaningful time spent browsing.

The list of tactics for “improvement” on websites and in business continues to grow — so the choice to remain focused on the simplest, most human-centric experience is one we must choose intentionally.