Plainness and Sweetness by Frank Chimero

It’s human nature: I over-value where I have influence. Since I am a designer, this frequently means placing too much emphasis on how things look and work rather than the direction they are pointed. But reflecting on the other side of the issue is also interesting: I find that the more input I have in the content and strategy of the project, the less burden I place on the aesthetics. Perhaps this is because I believe the aesthetic of the work should be an extension of its objectives, so if you get the strategy right, the look follows. Since I like to tackle problems sideways, I must risk being plain and rely on direct visuals to keep the work comprehensible.

And this next part is good:

I am for a design that’s like vanilla ice cream: simple and sweet, plain without being austere. It should be a base for more indulgent experiences on the occasions they are needed, like adding chocolate chips and cookie dough. Yet these special occasions are rare. A good vanilla ice cream is usually enough. I don’t wish to be dogmatic—every approach has its place, but sometimes plainness needs defending in a world starved for attention and wildly focused on individuality. Here is a reminder: the surest way forward is usually a plain approach done with close attention to detail. You can refine the normal into the sophisticated by pursuing clarity and consistency. Attentiveness turns the normal artful

More:

the longer we spend in contact with the products of design, the more their willful attempts at individualism irritate us.

The danger of redesigning your brand to current trends:

Many believe that normalcy and consistency breads monotony, but what about the trap of an overly accentuated, hyper-specific identity? When the world changes around you, what do you do?

This is often true of personal portfolios that strive to be different, but in reality, when you're sorting through tons of resumes you're looking for the content before the individuality. The individuality are like fireworks, they may catch your attention for a second, but once that attention is grabbed, if the content is confusing, hard to read, hard to digest, you've failed.

All contain the aching desire to be noticed when instead they should focus on being useful.