In database design, "normal forms" are guidelines used to organize data efficiently and reduce redundancy. The process of normalization involves structuring a database in such a way that each piece of information is stored only once, which helps maintain data integrity. The most common normal forms are First Normal Form (1NF), Second Normal Form (2NF), and Third Normal Form (3NF), each with specific rules to follow. Achieving higher normal forms often leads to better performance and easier maintenance of the database. For example, 1NF requires that all entries in a table are unique and atomic, while 2NF focuses on eliminating partial dependencies. By adhering to these forms, developers can create more robust and efficient databases.