Upon joining Adobe our designer Dave pinned up a simple list of five rules. We consult them frequently while crafting our new app:

As you may well know, it’s much easier to meet some of these qualities while sacrificing the others than to maximize and balance them. We’ve already killed off a number of concepts that fell into the “Pepsi Challenge” trap (very appealing at first, but quickly cloying). But hey, if this stuff were all easy, it wouldn’t be fun, and they wouldn’t need to pay us to do it.