Much of the driving force for this change is the resurrection of the notion that the message is far more important to the reader than the design. Professional design supports the content rather than the other way around but does so while maintaining a smooth, seamless & attractiveness presentation.
All of this adds up to more sophistication in the design.
You may have detected a lot of 'S' words in this article:
- Crisp lines
We'd be interested in your thoughts on this design trend.