The `NOT NULL` constraint is a crucial part of database design. It enforces a rule that a particular column in a table cannot hold a `NULL` value. A `NULL` value signifies the absence of a value, which can lead to inconsistencies and errors in data analysis. By specifying `NOT NULL`, you guarantee that every row in the table will have a value in that column. This is particularly important for columns that represent essential information, such as names, IDs, or dates. For example, a customer's name cannot be missing in a customer table. Using `NOT NULL` constraints helps maintain data quality and consistency, making your database more reliable and easier to query. It's a fundamental aspect of relational database design, ensuring that your data is complete and accurate. Properly using `NOT NULL` constraints can significantly improve the reliability and maintainability of your database applications.