My point of view? there's still something to be seen, and someone had to design it. Once it is designed, then it should also work as well, and when it works, then it is seen. and you see what catches the eye. The eye catches with what is different, new, unexpected, and when it shows, then our attention was well developed. Those are my guidelines that help me achive my and my clients goals in building a strond and independent brand and it's identity.