A key tenet of Tumblr's design aesthetic is obvious from looking at its interface: Simplicity. "We really enjoy seeing a small simple page free of clutter," says Vidani. "If we can get rid of anything, we will." While other blogging platforms might hype their range of constantly growing features, Vidani says, his team does everything they can to minimalize them, or, in some cases, remove them. "We think the users are smart, and don't need things 'sold' to them," he says. "Keeping this in mind gets rid of the clutter, like labels and chatty copy."