When is a design good? Inevitably, whenever this question comes up, the "eye of the beholder" argument ends the discussion without a real answer to the question.
There is a more universal answer. Good design does not depend so much on the eye of the beholder, but a combination of aesthetics and ethics. Good design exhibits virtues like generosity, courage, diligence, honesty, substance, clarity, curiosity, thriftiness, and wit. In contrast, bad design exhibits human vices like selfishness, fear, laziness, deceit, pettiness, confusion, apathy, wastefulness, and stupidity.
In other words, we want the same things from good design that we want from our fellow humans. When we combine ethical virtues with aesthetic virtues, we get good design.
With ethics and aesthetics as a foundation for good design, we then look to the eye of the beholder. By using an aesthetic principle known as depth, we are able to develop good design that helps us meet our objectives. From the customers perspective, the principle of depth includes:
When the aesthetic principle of depth is applied to design, we have the ability to impact every aspect of a business. When good design goes beyond how it looks to how it makes us feel, it can be applied to any company. Below are the parts of business that are impacted by good design: