Derek Birdsall on conviction

Jane Lamacraft: You have said that the best layouts appear to have designed themselves.

Derek Birdsall: How could they be different? Of course, you could do it in a million ways, but it should have a look of conviction. The conviction in my case comes from knowing how right it is, because I have been through the mill. I have been through it all. There is a reason for everything.

There is not a right and a wrong way, but there are better ways and worse ways, and they are almost always findable in the text.