>> The world is a designed disease.

>> And I’m the doctor.
>> For my, my scalpel I have Photoshop.
>> For my forceps I have HTML.
>> And the body on the table, that’s the internet.

>> Web design is this real poverty of
>> terms for describing things beyond pixels and
>> percentages Which is why I like to
>> use more qualitative terms, like, just the
>> other day, I was working on this design, and I said, I said, this
>> has a little bit of a Ford, Ford galaxy tail-fin slash NASA 1959 feel.
>> It needs to feel a little, turtle wearing a
>> fedora And everyone knew exactly what I was talking about.
>> I love grids.
>> Within the grid, I am free.
>> Grids provide structure and that’s what I need in my life.
>> My life is in shambles right now.
>> For the homepage, we developed about 200 design concepts.
>> It was the full spectrum, everything
>> from evolutionary, to revolutionary, to hyper-revolutionary.
>> We knew we wanted to keep the logo orange, then we decided to make it a
>> little less red, then a little less yellow,
>> then we moved it off the screen completely.
>> Oh, you want the logo bigger, well I
>> want to have dinner with Salt Bass, but
>> I guess we’re going to have to get
>> used to not getting what we want sometimes.
>> When I create something that’s comprised of 80 to 90% white space,
>> people always ask, why can’t you fill this up a little more?
>> And I always say, because understatement, is much more elegant.

>> The more you remove, the clearer the design gets.
>> You want to make this video clearer?
>> Want it even more clear?

>> I

>> say this left and right.
>> Websites have to breathe.
>> Take a deep breath, let the air fill your lungs, go through your body.
[SOUND]
>> And that’s the way your site should feel.
>> I have a tattoo of a sign-up button.
>> Is there to remind me what’s important.
>> Wanna see it?
>> You should see my conversion rates.