Learn why good design looks good

Some designers won’t admit this, but there are reasons that visual design looks good.

Designers are happy to talk about how design “feels”. And it’s important to rely on how you feel. But you can learn more about why it feels good. You can speak about these reasons with other designers. You can pass them on to new designers.

Paul Amat wrote the best article I’ve seen about why design looks good. I recommend you read it, instead of this chapter. But it’s a long article, so I’ll summarise and paraphrase the reasons here.

Visual design might be good if it…

1. Stimulates the senses
2. Gives you sensorial pleasure
3. Simulates reality well
4. Eases perception and understanding
5. Provides colours from around the colour circle which helps our brain process colours
6. Uses bright colours
7. Fades into the background as the user works
8. Uses three dimensions
9. Is minimal
10. Is ergonomically comfortable
11. Is ethically designed
12. Demonstrates high skill levels
13. Follows internal rules
14. Has uniform elements
15. Uses the golden ratio
16. Is full of meaning
17. Is based on a physical metaphor
18. Uses colour to communicate information
19. Is designed to suit some useful purpose
20. Uses colours and shapes that suit each other
21. Matches a prototype in the user’s head
22. Has a unique visual identity
23. Has a novel visual identity
24. Matches a functional trend
25. Matches a non-functional trend
26. Meets social or group standards
27. Obeys visual design rules
28. Meets the expectations of the user’s culture
29. Expresses an emotion
30. Suits the user’s personality profile

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