The author polls several designers of different age groups and phases in their careers about what they consider "good design". Each has selected an existing design piece they feel to be good, based on their personal definition of what "good" is. The author also takes a critical look at the design to determine if it is effective with its target market and interviews the designer of the piece to unlock the concept behind the design. By taking this backwards approach through design—from completed piece back to conception—readers will discover why the design works and how they can use this information in their own projects.