That it sounds like mumbo jumbo is no surprise at all and kinda normal given the circumstances. First, tech communities are not exactly known for deep visual d

That it sounds like mumbo jumbo is no surprise at all and kinda normal given the circumstances. First, tech communities are not exactly known for deep visual design-theory interest or background (for example, what's your personal experience level with logo design? This would inform both a tendency to radically re-summarize using the word "just", and a tendency to relate the description in nonsensical terms; it's a matter of education depth). Also, I used to lecture college students on this stuff at length, so it's kind of plain ol' design thinking to me, from theory/psychology to application. And then, a lot of people also call tech talk mumbo jumbo. For related reasons I don't really feel the need to justify or bring it down to earth any more than I'd try to do that with the Linux kernel in a random "kernel? sounds like mumbo jumbo" discussion. But as always, in the right context the theory-practice connection provides leverage that can't be had elsewhere. PS there are some absolutely great examples of this thinking if you are willing to empty the cup and explore the foundations. See the "In popular culture" section here as one possible point of departure: https://en.wikipedia.org/wiki/Ens%C5%8D https://en.wikipedia.org/wiki/Ens%C5%8D