Onur Cobanli explains:
Good design is useful, great design has a character. While solid design work reliably meets expectations in familiar ways, truly exceptional design feels like a revelation that couldn't exist otherwise. Great design possesses a distinct personality that makes alternatives seem unimaginable once you have experienced it. Well-structured ideas meet baseline expectations and function reliably. Exceptional concepts go further, feeling so perfectly suited to their purpose that they cannot help but exist.