
2. Kill jargon. Like any field that has to fight for relevance, design is mired in jargon. I’m talking not only about technical terms, Adobe-isms, and that sort of thing, but also verbal SUVs—big, pointless words that look fancy but don’t do anything. Dialectic. Utilization. Orchestrate. Dynamic. Synthesis. Do what Michael Pollan tells us to do with food: ask, would my grandma use this? If not, scrap it, and tone things down. Remember, design is a mystery to most people. Make it real and relatable—and yes, relevant—by using real and relatable words.
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