In general, I think audiences are a lot smarter than people think. So, it's not "know your audience", it's "respect your audience, and really know your content".
Edward TufteDesign isn't crafting a beautiful, textured button with breathtaking animation. It's figuring out if there's a way to get rid of the button altogether.
Edward TufteI think it is important for software to avoiding imposing a cognitive style on workers and their work.
Edward Tufte