According to the dictionary, judgment is the “standard by which truth is known” or the “faculty of judging.” It’s not a random opinion thrown out there; it’s a capacity for discernment built on principles, technique, and experience. Our premise is clear: taste can be argued. That is the starting point we use to separate subjectivity from strategic decisions. Because, even if the myth says otherwise, design isn’t a matter of “I like it” or “I don’t.”
The myth of subjectivity and how it’s built
We usually assume subjectivity is the thing that makes us so unique and special. We cling to it like it’s our soul, and we start playing the “team summer” or “team winter” game, as if that really said something about our essence. But the truth is, subjectivity is also a social and cultural construction.
Our tastes and perceptions are shaped by family, school, and our environment. That’s why subjectivities can be grouped: there are thoughts and preferences we share with others without realizing it. Tastes in particular are usually too superficial to define us to the outside world. Better to leave them for light conversation, and when it’s time to work, switch on judgment.
Good taste isn’t magic
If nothing had been written about it, entire books on color theory, typography, or image psychology wouldn’t exist. The fact that someone has a particular aesthetic preference doesn’t mean their brand should be conditioned by it. That’s where taste runs into the reality of the market.
Good taste, professionally speaking, is judgment. It’s knowing that even if you love a color or a shape, it might not be what your brand needs in order to work. Design isn’t an exercise in ego or a whim. It’s a business tool.
Professionalism vs. friendism
We’ve watched too many brands surround themselves with “friends” who tell them everything looks great. But good brands aren’t after applause; they’re after results. That’s why they surround themselves with people who have judgment, and who know how to separate the personal from the professional.
When everything is urgent, nothing is strategic. Building a solid brand is a long-term exercise in judgment. Bringing that technical view is part of the real value you pay for when you hire a designer. A view that helps make a visual product coherent and, above all, helps it meet its goals beyond the trends of the moment.