And, don't forget that simple and ugly is not arrived at by not designing. It is designed to convert, designed to elicit a certain visceral response. The defini

And, don't forget that simple and ugly is not arrived at by not designing. It is designed to convert, designed to elicit a certain visceral response. The definition of design is not "beautiful." For some situations maybe you want to say "this is really expensive" and in others you want to say "this is really useful." In either case you are designing.