Historical article . References to tools and versions reflect the time of publication.

Design is a vague term, especially when used in a general sense.

For example, someone who believes that design is measured solely by a product's visual aesthetics may be disappointed when presented with even a perfect website design wireframe. To them, it will simply be a series of grey boxes and lines, even if it was created by a talented designer.

Design is not primarily measured by a product's visual appearance, its aesthetic qualities.
How it is structured and how it works play a major role in the result. One of a designer's most important duties is to deliver designs based on the standards prevailing at any given time.

The common view that “good design” is something beautiful and visually appealing is wrong

It is wrong because truly good design is much more than that. The visual quality of good design is only one part of the equation.

Some examples:

  • Gmail has good design because it intelligently separates its interface into things that matter to users and things they may not want to see at that moment, and because it lets you search thousands of archived emails accurately and quickly. But you will never see a design photo gallery appearing in Gmail, even if it aims to help create a good design. Even multimedia advertisements, which generate substantial profits, have been excluded from Gmail's interface.
  • Dropbox has good design because it works flawlessly in the background without disturbing users, and because its functionality addresses a huge everyday problem people face.
  • Airbnb has good design, not because the site is among the most popular web designs, but because of the company's ability to offer travellers a new way to find accommodation reliably and conveniently.

Design is the creation of a plan for building an object: a plan that represents how the product should be made.

Design stands at the crossroads of art and science, and both paths are equally important. Design is therefore also about how we address the challenge of choosing a path.

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