… design is about intent. Intent means purpose; something highly designed was crafted with intention in every creative decision. The designer is the person who answers the question «How should it be?»

Overarching intent is easy. The hard part is driving that conscious decision-making throughout every little choice in the creative process. Good designers have a clear sense of the overall purpose of their creation; great designers can say, «This is why we made that decision» about a thousand details.

John R. Moran.