What makes a site "sweet"? Some would argue that this is a problem with complexity, and that "making the complex clear" is the way to solve it. But ultimately, both "complexity" and "clarity" are aspirational outcomes, not techniques. We can work towards the objective of making the complex clear, where complex means "the crazy world we live in" and clear means "understandable in context without extra ornamentation." So what techniques can we use to get there? Well, a key one is to characterize how users grapple with and understand information as a core element of the design. In other words, decide what you can expect cognitively of users when they use your interface.