Design isn't about pretty pictures.

Although the result hopefully contains a few. Introducing a new proverb that will stick with you after this page is gone: you'll always notice GOOD design, but you'll never notice GREAT design. Why? Great design directs the user past what they see. Whether it is an advertisement, tradeshow booth, CD cover, t-shirt, or automobile. Great design moves past the hard object and accomplishes the reason why the object was made in the first place.

That's why design should not be noticed. It is busy telling about the three (or four) distinct reasons why your product is better than a competitor's. Or perhaps it should draw a hurried viewer in and guide them to what they need to see. It might even make a user feel personally connected to a product or idea. Great design integrates purpose and presentation.

Design initiates movement.

All theory aside, when you buy design services, you should be buying results. There are good designers. There are also designers that understand that if an ad or a brochure does not accomplish anything besides look good, it is just another pretty picture.