Good design should have a purpose and accomplish a goal – not just look pretty or cool. Great design can help sell a product or service and increase the perceived value of what you are selling. The “design” needs to grab attention, increase readership and engage audiences. Great design should also reflect the demographics of the product’s audience – from 20 something females, to 65 year old males – the design, including color, needs to appeal the potential customer so they feel a connection to the product and it communicates that it is a good value. Lastly, good design builds familiarity of the brand. People buy from friends, and a consistent brand design builds familiarity and trust which = friend = I’ll buy from you because you are familiar like a friend.