ABSTRACT
This chapter reviews the key elements of great design and shows how they can be applied through examples. Great design in the digital world overcomes the challenges and feels intuitive, elegant, and simple. Great design shouldn't require a set of instructions. Great design isn't purely functional. That uniqueness is what allows it to get noticed and stand out in a crowd of sameness. Great design is unique in form and expression. Great design is always aimed at a specific audience. Instead of demographics—great design targets an audience based on their goals, worldviews, and desires. Great design finds a universal truth about the human experience and communicates it in a way that speaks directly to creative directors' heart and mind. The reason that human-centered design has become so important is that digital interfaces are less self-evident than their mechanical counterparts.
