The analytical left brain has an aptitude for logic, research, and testing in user interface (UI) design. Complementing this, the right brain favors aesthetics, which allows for creativity. A good UI methodology will include a balanced combination of these two approaches, generating a creative solution that can be measured for validity.

In his book, A Whole New Mind, notable behavioral scientist Daniel Pink posits that we are in the midst of a shift from the Informational Age to the Conceptual Age, in which right-brain, or “R-Directed”, thinking will become more valued as left-brain, or “L-Directed” thinking is automated. Mike Collins (Saving American Manufacturing) builds on this idea in his article,””Will Right Brain People Rule the Future?” noting that, “Designing new complex products will still require a lot of engineering, programming, and other technical people, but designing a product that will sell enough units to justify the costs may require design and thinking about intangible issues; such as being able to understand customer needs and wants, anticipating market trends and requirements, and being able to see patterns.” In other words, both physical product and creative design require a holistic approach to achieve a competitive advantage.