Back in the day, it wasn't only carpenters who said “Measure twice, cut once;” this was also the credo of the graphic designer. When you cut a mask with an X-Acto® instead of with Photoshop®, you want to
get it right the first time.
When graphic design becomes interface design, we need to measure carefully once againto measure our audience, and what they think, feel and are likely
to do. When their path to their goal isn't linear or obvious, our designs must be more than inspired guesswork.
Informed by a general knowledge of fundamental human cognitive factors and by data about specific audience traits, goals and mental models, visual design can do what it always should do. It reveals the road you want to take, shows you what you want to find,
and gives you what you need exactly when you need it.
When you start with a foundation of good processs and good data, the design almost designs itself.
Well, almost... :-)