A good design is effective and efficient in fulfilling its purpose. It relies on as few external factors and inputs as possible, and these are easy to measure and manipulate to achieve an expected other output. A good design is always the simplest possible working solution.

When I first hired someone to help with my business, I fell right into the trap many entrepreneurs fall into. Virtual assistant for $2 per hour, woot?! That’s insane. I’ll take 10 of them! But the person I had chosen (who happened to be based in Southeast Asia) turned out to work very slowly. So slowly, in fact, that it would make more sense to hire someone from the US!

First impressions are everything. Technology has granted businesses with multiple avenues for brand exposure making the emphasis on good design more important than ever. Everything from your logo, your website, to your social media accounts, advertisements, packaging, etc.; the list goes on and on. Good design can make a difference between locking in a sale or losing a potential customer.

If you were to look at business leaders’ top priorities for 2018, I’m sure you’d see plenty of variations of “maximize ROI” or “increase revenue.” There’s nothing wrong with that, of course, it’s just that businesses are often so focused on results from their marketing efforts that many things are often overlooked in the haste to get quick wins and better ROI. There’s supposed to be a 360° approach to inbound marketing, and design is a big part of that.

Good design is not just what looks good. It also needs to perform, convert, astonish, and fulfill its purpose. It can be innovative or it might just get the job done. A good design cannot be measured by a finite way – multiple perspectives are needed.

On my very first post on medium, a reader asked a question that really resonated with me. She started by saying that design is subjective and then wondered if someone could ever devise a list of principles that could define good design. So, I thought, "Why not give it a try?", and here it goes.