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What's the key facial feature of your design? That one element that grabs people on an irrational level, reflects the big concept, and becomes the icon for your product or service. Gretchen Anderson points to BMW cars' split grill, Tivo's big, bright "pause" button, and the Flip camera's flip-out USB plug as examples of successful facial features. Yes, strive for usability, but the most usable designs can be boring. Your design needs personality, too!