Most of the time when I design something it isn't dictated by who I am and whether or not I'm thinking. I do what feels good and feels right at the time so designing is a constant process of additions and subtractions. The smug feeling I get is when I start getting rid of things I don't think needs to be there. Then when it's all done, there's a great tide of relief and a sense of pride.

This is only realised after several blown out designs that I have made that neither made me feel good or looked good. It was a horrible experience but one does learn from one's mistakes.