Last night I spent about three hours working on a logo for one of Jane’s new projects. A good chunk of that time was devoted to getting the kerning of the logo type just right.
A classic example of premature optimization.
I would have been much better off spending at least two of those three hours working on the content, the website structure or any number of things.
Premature optimization is a tricky little bitch — it can be so much fun, so rewarding (“See how much better the logo type looks with that little kerning twist!?”) and yet so superfluous.
Focus on the important things, build, launch, iterate — then (and only then) optimize.
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