So much of effective design comes down to nuance.
At this moment in history, it’s overwhelmingly easy to make things: Websites, brands, apps, logos, books, products, structures… advances in technology have rocketed so many creative-driven practices into the future. And yet, there are still so many bad “everythings”. Why? Because everything for everyone will always create a neutral response: Acceptable to many, but not spectacular. Most people will pay good money for it, but it won’t feel like a genuine necessity to invest in.
The difference between something ‘good’ and ‘great’ can be a huge number of variables, often bound by technicalities or timing. But the difference between ‘great’ and ‘this is the best ____ I’ve ever used’ is an art form. It’s this mesh of understanding, listening, caring, and seeking, all bundled into the decision making process, and then applied to the final thing.
We all have favorites. Barring sentimental reasons, those favorites are almost always dictated by nuances that the creators of those favorite things carefully considered. Not just the obvious details, but the ones that you might not even notice in the first six months of use. Something in the craftsmanship; The unique, organic sounds in a song; The careful removal of frivolous features in an app; The thorough utility of a safety product in a variety of scenarios. These small but meaningful things are enough to make us remember something forever, and that’s the kind of detail and care that I aspire for in the things I make.