Without a person at (or near) the helm who thoroughly understands the principles and elements of Design, a company eventually runs out of reasons for design decisions. With every new design decision, critics cry foul. Without conviction, doubt creeps in. Instincts fail. “Is this the right move?” When a company is filled with engineers, it turns to engineering to solve problems. Reduce each decision to a simple logic problem. Remove all subjectivity and just look at the data. Data in your favor? Ok, launch it. Data shows negative effects? Back to the drawing board. And that data eventually becomes a crutch for every decision, paralyzing the company and preventing it from making any daring design decisions.
Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better. I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can’t operate in an environment like that. I’ve grown tired of debating such minuscule design decisions. There are more exciting design problems in this world to tackle.
While commercial websites display more and more agressive messages, target and track their users, the indie web respects the individuals, their intelligence and their privacy; it’s an open forum for thoughts and debate. While purely commercial websites turn into information and entertainment magazines, while tycoons of media, telecom, computing and military agencies fight for the control of the Internet, the indie web offers a free vision of the world, bypasses the economic censorship of news, its confusion with advertising and infommercial, its reduction to a dazing and manipulating entertainment.