Great design does what it is supposed to with minimal fuss, and without drawing attention to how clever it is. That’s «of course» design. It’s wickedly difficult to pull off, it doesn’t garner headlines outside the design world, but it’s all your customer really wants.

Designers going for «wow» are too often leading with their desire to be recognized for an ability to innovate. Designers going for «of course» are earnestly attempting to fade their design into the background. They want their solutions to feel like they always existed, like there could be no other option.

John Bell.