The best designs are clean and simple...although that is easier said than done. Good design almost always comes about by abiding by the "less is more" concept. Weeding out extraneous information and concepts is usually the most challenging aspect for a client. But having too much, can be distracting. Cramming every concept or idea into a design, usually results in a mess. Graphic, dynamic design is achieved by presenting a simple, memorable symbol or layout that quickly and clearly communicates the most important information.