What is to be sought in ...

What is to be sought in designs for the display of information is the clear portrayal of complexity. Not the complication of the simple; rather the task of the designer is to give visual access to the subtle and the difficult - that is, revelation of the complex.
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 Edward Tufte

Quotes from the same author

If your words aren't truthful, the finest optically letter-spaced typography won't help.
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 Edward Tufte
I do believe that there are some universal cognitive tasks that are deep and profound - indeed, so deep and profound that it is worthwhile to understand them in order to design our displays in accord with those tasks.
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 Edward Tufte
What gets left out is the narrative between the bullets, which would tell us who's going to do what and how we're going to achieve the generic goals on the list.
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 Edward Tufte
The most common user action on a Web site is to flee.
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 Edward Tufte