Thoughts against the clean buzzword

Clean has become an empty buzzword used to fill creative briefs in too many digital projects I’ve worked on. When pressed for details, no one knows what it means. You know, clean is clean.

Does clean use liberal doses of white space? Few textures and sans-serif typefaces? How do we know when a design is clean enough?

I believe clean is not a goal in itself, but the result of the effort that goes into design process I call good communication.