Design professionals put an immense amount of pressure on themselves to create work that is innovative, fresh and beautiful, rationalizing that we owe it to the world, and our clients, to create beautiful looking things. But what if it doesn't matter as much as we want to think? What if terrible design is equally effective, if not more in some cases. We live in a world surrounded by bad design, and thriving businesses that are cloaked in terrible design decisions. As a society, have we just learned to accept the ugly stuff, or for the average person, does it even matter? Let’s take a look at some best case examples, and also the worst, and even perform a little experiment for ourselves.