We need good taste to make good things, but we must first qualify and understand what good means in the sense of design.
Taste is the ability to identify quality. To understand quality we need to look critically at: materials that are fit for purpose, ergonomics that considers audience needs, effective use of affordances, usability, accessibility, harmonic colour choices, aesthetic choices that elicit emotion, intentional visual hierarchy — amongst others. Taste is in the observer, quality is in the object. The concept of taste becomes more productive when framed objectively around quality, and in ways that are measurable or at least comparable.
That's an excerpt from a wonderfully written piece by DOC, which prompted me to dive a little deeper into the subjectivity and objectivity of taste in design. It's a topic that's been explained by Paul Graham, going in to great depth about what constitutes good design. Give it a read. Since digesting Paul's perspective, I want to focus on how we can communicate the meaning of taste without it being treated as an undervalued, airy abstraction during the design process.
If taste is just personal preference, then everyone's taste is already perfect: you like whatever you like, and that's it.
Not that taste is devoid of personal preference. That preference, however, is strongly supported by your experience in your field and abiding by certain design principles. It's supported by trial and error, successes, mistakes, experiments, people, and technology. And it's supported by the vision and intent you have as a designer.
Taste is learned over time through production, iteration, feeling. And we should always feel our way through a design process — not hold ourselves hostage to best practices, however well-intentioned those might be. Why? Because we're human. And that's what we design for. That comes with predictability as much unpredictability. We can never be certain that proposed solutions are the right solutions. But therein lies the challenge, and at times, fun of design.
The growth of taste is a conscious attempt at originality.
Great work comes from having high standards, knowing your field well, and continuously striving to improve things that don’t meet those standards. And with each project, we sharpen those tools. We copy less. We read more. We listen intently.
Taste often needs to be convincing before it reaches production. But it's not like taste is a single thing that stands out from other elements of your work. It's your collective vision and execution of a design. Taste is just a label we give to symbolise originality.
Communicating to others
Communicating your taste can be challenging, though. It's not a concept that's easily articulated, especially to those who aren't as versed in design principles. Empathy probably goes a long way in understanding what others value so you can frame how taste can be discussed, and therefore, how it resonates. And it might depend on who you need to convince. Consumers? Colleagues? Peers? Project managers? I'd like to say it's only the end user, but that's not always the case. A few things can be done during the design process as practical strategies that help express to audiences what taste means.
Colleagues: establish a shared language and visual references with mood boards or style guides that showcase the aesthetic you're aiming for. These can include colour schemes, typography, textures, and inspirational designs. When everyone on the team has a visual reference, it's easier to align on what constitutes good taste. Look at successful designs within your industry or even outside it. Discuss what makes them effective and how they embody good taste. This helps create a common benchmark for quality.
Project managers: link design decisions to business objectives by explaining how good design leads to brand recognition, customer loyalty, and overall market competitiveness. Taste in design isn't just an artistic preference but a strategic choice. You can also explain how your design choices meet user needs, enhance user experience, or solve specific problems.
Consumers: create a consistent and engaging brand experience that tells a story. Whether it's through the use of specific colours, fonts, or imagery, each element should contribute to the narrative that aligns with your brand values and appeals to your audience's emotions. Ensure that all elements of your design — from packaging to site to social media — are consistent in style, tone, and quality. This builds trust and loyalty.
Reflecting on your own work, what does good taste mean to you? Do you think it's learned and developed or something certain people naturally possess?