JUST don't

I recently heard the copy chief of Random House, Benjamin Dreyer mention the 12 words/phrases that should or could be conveniently lost, at least for one week! One of those words was JUST and I couldn’t agree more.

You might ask how I can tie in a literary comment with branding and design, so I’ll tell you. Don’t do it, don’t use it. For example, when discussing with a client or your art director, about the rationale for making specific choices such as colour direction or typeface choice, don’t say just, I just thought it would be ok, I just put it there, and so on. No you didn’t, you did make a choice and there was a reason behind that choice. If there wasn’t, then the design element probably wouldn’t work. But even if it does not work and you chose to put it there as long as you have a reason, then it CAN be a point of discussion and you and your fellow creatives can move ahead productively and therefore successfully.

Saying ‘just’ immediately confers no thought was given, no professional intent was reasonably decided upon, so just don’t, I mean don’t!