clean, uncluttered, a design that is simple, easy to understand and remember. I think that the best design is the one that gets the message through and not the one that stops people marveling at the appearance. That's art and art only sells itself.
I'm a graphic designer with over six years of experience in the professional print industry doing all kinds of books, magazines, brochures, flyers, banners, posters, cards, logos, letterheads, etc. and preparing them for professional printing.