Science-based design reframes the awkward and misleading “content vs. design” paradigm into a new and powerful paradigm of language, ideas, and design. It redefines content in terms of how human beings perceive and process information . It reflects the anatomical, neurological, and psychological processes we use to derive meaning from the world around us. By understanding how our bodies and minds transform visual stimuli into real-world behaviors and beliefs, we can take charge of how our content is created and consumed, and facilitate the success of both organizations and individuals, and of both content consumers and content creators.