At Awfully Good Design, we embrace the beautifully paradoxical nature of language—especially in words like awful. Today, “awful” suggests something terrible, but historically, it meant something quite the opposite: full of awe.

A Word Steeped in Awe

The word awful dates back to the 13th century, derived from the Old English egefull and later the Middle English awful, meaning “worthy of awe or reverence.” It described something so grand, magnificent, or powerful that it inspired deep respect—even fear. Think of an “awful king” or an “awful cathedral”—both would have been regarded as impressive, not unpleasant.

From Majesty to Misery

By the 18th century, awful underwent a dramatic shift. As the sense of awe became more associated with fear than reverence, awful began taking on a more negative meaning. Instead of inspiring admiration, it came to describe things that were shockingly bad, unpleasant, or dreadful.

The Awfully Good Twist

Interestingly, awful never fully lost its positive roots. In some contexts, it still amplifies intensity—think awfully kind or awfully good, phrases that highlight just how exaggeratedly good something can be. That contradiction—where one word holds both extremes—is exactly the kind of playful linguistic tension we love at Awfully Good Design. Language evolves, but meaning is always in the eye of the beholder. And just like the word awful, great design can be striking, bold, and maybe even a little unexpected. Want more delightful contradictions in design? Stick around.