“Design has been viewed as being aesthetic. Design equals How Something Looks. You see this attitude to design in every part of society—clothing design to interior design, less so in product design, and yes, in web design…. I think design covers so much more than the aesthetic. Design is fundamentally more. Design is usability. It is Information Architecture. It is Accessibility. This is all design.” – Mark Boulton

Read more from Mark in his 2005 article “Turning the corner: Designing for Web 2.0.“

1. Make it easy for customers to perform useful tasks
2. Good design produces something the world didn’t know it was missing
3. Understanding the specific activity we’re supporting is critical to good design
4. Findability precedes usability. You can’t use what you can’t find.
5. Good design requires a deep reverence for the love of life