But in practice, it is never fully one or the other.
The debate between Wim Crouwel and Jan van Toorn highlights this tension and raises an important question:
👉 Should design aim for neutrality, or should it embrace the designer’s voice?
THE CASE FOR STRUCTURE AND OBJECTIVITY
Wim Crouwel argued that design should prioritize structure, clarity, and objectivity.
His approach focuses on:
- grid systems
- clean typography
- consistent visual organization
From this perspective, design is a tool for communication.
Its primary goal is to:
👉 deliver information clearly and efficiently
This approach is especially valuable in professional and business environments, where clarity and consistency improve usability and reduce confusion.
In my experience, this principle applies directly to how we manage systems within Dee & Dee Brown LLC.
When we organize:
- listings
- pricing structures
- workflows
- we rely on clear, repeatable systems rather than personal preference.
👉 This reduces confusion and improves results.
The same logic applies to design.
Structure leads to better outcomes.
THE CASE FOR EXPRESSION AND SUBJECTIVITY
Jan van Toorn challenged the idea that design can ever be neutral.
He argued that every design decision is influenced by the designer’s perspective.
This includes:
- color choices
- layout decisions
- typography
From this viewpoint, attempting to remove subjectivity does not eliminate bias.
👉 It simply hides it.
Van Toorn’s approach emphasizes:
- transparency
- intention
- responsibility
Design is not just about delivering information.
👉 It is also about meaning and context.
WHY BOTH PERSPECTIVES MATTER
In reality, both perspectives offer value.
Crouwel provides:
✔️ structure
✔️ clarity
✔️ consistency
Van Toorn provides:
✔️ authenticity
✔️ perspective
✔️ meaning
The challenge is not choosing one over the other.
👉 It is knowing when to apply each.
REAL-WORLD APPLICATION
This balance is especially clear when building a brand.
At Dee & Dee Brown LLC, our content reflects both structure and voice.
We aim to:
- communicate clearly
- maintain organized systems
- share our real experiences
As a veteran-owned, mother-daughter business, our perspective shapes everything we create.
And instead of weakening our message, it strengthens it.
A PRACTICAL APPROACH TO DESIGN
Moving forward, the goal is not complete neutrality or complete subjectivity.
It is balance.
Design should:
be structured enough to communicate effectively
be expressive enough to feel real and intentional
Objectivity should guide the system.
Subjectivity should shape the message.
FINAL TAKEAWAY
Design cannot be completely neutral.
But it should always be intentional.
The strongest work is built on:
👉 clear systems
👉 thoughtful decisions
👉 authentic perspective
Learning. Applying. Building.
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