From this Franicisco Inchauste post (prompted by what looks like an unusual new to-do app, Clear):
These days [web design is] about the content. Design starts with the content. Language is the navigation. The interface is words. We’re advised to choose them carefully. Copywriting is now where the interface lives or perishes. We can’t trust those devious icons or that friendly, yet somewhat unclear language from the Web 2.0 days — we need to be clear and say exactly what we mean. The three most important things here are: Clarity, clarity, clarity.