Every Design Decision Should Have a Reason
Ayomide Bello
Author
What separates visually appealing design from truly effective design? One question: Why was this done this way? In this article, we unpack why design rationale, the strategic thinking behind every visual decision — matters more than aesthetics, and how intentional design drives revenue, trust, and long-term brand consistency.
One of the fastest ways to spot the difference between good-looking design and good design is this question:
"Why was this done this way?"
In the design industry, aesthetics often get the spotlight
— colors, type, layouts, trends. But in real-world practice, what separates junior work from senior-level thinking is design rationale: the strategic reasoning behind every visual decision.
Design rationale is what connects visuals to business goals, user needs, brand positioning, and context. It's the difference between choosing a color because it's trending and choosing it because it aligns with perception, audience psychology, or market expectations.
And this matters more than many designers realize.
According to research by Mckinsey, companies that integrate design strategically are 32% more likely to outperform competitors in revenue growth. Not because their designs are prettier — but because their design decisions are intentional, explainable, and aligned with outcomes.
In practice, lack of rationale shows up like this:
- Clients are constantly asking for "just one more
change.
- Stakeholders disagree because decisions feel
subjective
- Designers struggling to detend their work
beyond personal taste
- Brands losing consistency as they scale
When design rationale is clear, conversations shift from
"I don't like this" to "Does this solve the problem?" — and that's where real collaboration starts.
Cultural context is another layer that many designers underestimate.
What feels minimal, premium, or trustworthy in one market can feel cold, confusing, or inaccessible in another. In African markets, especially, strong design often sits at the intersection of aspiration, familiarity, and clarity. Ignoring cultural signals — color meaning, symbolism, communication style - weakens the ettectiveness of even the most polished visuals.
This is why great design work isn't just about execution.
It's about thinking, context, and intent.
Every design decision should be traceable back to a reason:
• Who is this for?
What problem is it solving?
• What perception are we trying to shape?
Where does this live culturally and
commercially?
Because aesthetics may catch attention — but rationale is what builds trust, consistency, and long-term value.