Elliot Jay Stocks, back in 2011:
For far too long, many of us (and I include myself in this group) have been guilty of focusing on decoration: the colours and the shapes and the textures. We’ve been neglecting the details. And I’m not talking about those pixel-perfect buttons with ever-so-subtle gradients and inline strokes; we can all do that. I’m talking about stripping away all the cruft and getting back to good, solid design principles, like well-formed grids and decent measures and incremental leading and appropriately paired typefaces.