The web is a mess.

Now, more than ever, we need good journalism. Yet, clear communication on the web is becoming harder to come by. Take a look at this page I visited on the Washington Post earlier today.

The yellow area is considered content.

The web page's total area is 6,190,497 pixels. The article's actual content area is highlighted in yellow and comes in at 1,514,364 pixels. That means the valuable content you want to consume only utilizes 24% of the window.

What a mess. If you purchased a chair and only 24% was there, you wouldn't have a stool.


May 20, 2020


Steve Berry

What's going on here?

Design happens everywhere. We look at it and give you our critique.

By thinking critically about the design that exists around us - evaluating what works, what doesn’t and why - we can apply new perspectives and rigor to our work designing applications and systems and communicate more effectively through design.

Our observations range from big corporate rebrands to local business street fliers. With each, we’ve taken the time to break down the designs and offer our point of view via a ranking system modeled after the Robert Parker wine rating system.

The Rating System

Unsatisfactory: Does not achieve design or communication goals.
Satisfactory: Just enough, sufficient, fine or “sure.”
Good: It’s good.
Very Good: Better than most but not exceptional.
Exceptional: Unusually good, rare, outstanding.

Send something our way!

We love looking at new things, so if you want us to evaluate something you have seen or made, feel free to get in touch at, and be sure to sign up for the quarterly Thought Merchants email to get new observations delivered right to you.

Keep Looking