Man, this is a stunning site.
Very few things make me as happy as strong typography—especially when done in a simple style.
It honestly makes me want to associate with that thing, whatever it is. It feels as if it makes me a better person.
I think that it’s a simple matter of association. Being in a bookstore, or in a nice design studio, or anywhere that’s clean and organized feels like it improves me passively.
I feed off of it. I feel more creative. I want to create things. It’s just a positive influence.
I know Apple gets it. And so does Matthew Butterick.