Clean, modern, easy-to-use design is a given.
True design is about how things work, not how things look. Increasingly design is wrangling what feels like a million touchpoints for a brand into a unified whole.
People no longer experience a brand or a business or a government department or, well, anything, in a linear form. Words are best at holding values together across a myriad of networks and platforms.
Great brands like Apple do this intuitively. Better writing ensures Apple’s language is consistent and true regardless of the design or the medium.