Received; revised; accepted. [ [ NEW ABSTRACT:]] The de facto standard cost function has been used heretofore to characterize the performance of pulses designed using optimal control theory. The freedom to choose new, creative quality factors designed for specific purposes is demonstrated. The utility of the current approach is most clearly illustrated by comparison to previous applications— specifically, broadband excitation. The resulting pulses are limited to the same maximum RF amplitude used previously and tolerate the same variation in RF ho-mogeneity deemed relevant for standard high-resolution NMR probes. Design criteria, again, are transforma-tion of Iz → Ix over resonance offsets of ±20 kHz and RF variability of ±5%, with a peak R...