Simple Quotes

“every change in size, style, position, or alignment of type on a page indicates a shift in emphasis and implies meaning, whether intended or not. Generally, try to limit types to no more than three sizes or weights per page. And use bold or italic for emphasis without overusing them. You don’t want to use design elements willy-nilly—overemphasis (for instance, ALL BOLD CAPS) can end up being no more helpful than underemphasis,”
― Alan M. Siegel, Simple

“By empathizing, we mean imagining the context in which someone will buy, read, or use the product or service you’re offering, then designing that offering to reflect those needs first and foremost.”
― Alan Siegel, Simple