Software should make good use of a person’s existing knowledge.
This might mean that the software is similar to other software. It might mean that the software is tailored well to the cultural expectations of the person.
It also means that the software is internally consistent—that it is consistent with itself. Motifs are one way to help with this. That is, certain design elements should be repeated so that the software feels consistent.
The interaction and visual design should be appropriate to the function or purpose of the software.
Software should suit the device it is used on. This might mean, for example, that an iOS app matches expectations set by the iPhone.