Is your design visually appealing?
Back into subjectivity land. This is the part of the design that generates more focus and discussions. The appealing elements in a design can be subjective at times, but there is a way to break apart from this subjectivity.
If the design passed the previous four checkpoints, you have a good design in front of you. This checkpoint is what takes it from good to extraordinary.
To reveal if a design has more than the sum of its parts you need to look carefully. Mostly this is when a design goes beyond a combination of good typography and colors, it’s when there’s a brilliant idea that supports everything and takes it to a whole new level.
A simple yet perfect example of this is the FedEx logo, just take a close look at it. Between the E and the X, you’ll notice a small arrow cleverly hidden in the negative space. This arrow is meant to symbolize the company’s accuracy and speed.
This is what differentiates good from great designers. Good designers will rely on their technical skills and base their design on principles, (a machine could learn that, by the way) but great designers bring more to the equation. We believe that this is what creativity is.
In a nutshell, the right design has more than what meets the eye. It’s not only about how it looks but a combination of a series of thoughtful decisions that are made with the end user/viewer in mind.