In an effort to help others develop an appropriate vocabulary for evaluating design, allow me to address two popular terms:

(Yes, I know the above typefaces are kinda lame, but so are these two terms.) While I am sure these words are fine to use in general circles, I would submit that they be outlawed when referring to graphic design. Every self-respecting graphic designer I know would cringe when “complimented” that his/her logo for a brand identity is “cute.” Equally, nothing says “I am not classy” quite like using the word “classy.” I am not sure how it has come to effectively undermine its own meaning. Perhaps it has been tossed around so much to describe things that obviously are not classy that it insinuates shallowness upon its use.

What adjectives, then, are we to use when describing design? The key lies not so much in finding the “it” words of the time (that is “sick,” that is “dope,” that is “all that and a bag of chips”) but in thinking about something in-depth and not glibly combing the surface. By contemplating and evaluating elements about a design that cause it to resonate with oneself, I am confident we will find more specific and appropriate vocabulary to express ourselves. For instance: “That design with the flower appeals to me because it is [not cute, but] reminiscent of a joyful summer day.” Yes, I know that is a lame example; but in all its lameness, it still excels calling it cute. As we become more prone to thinking before praising, we will not only provide observations with more of the proverbial meat and potatoes, but we will also increase our vocabulary. And rely less upon that romantic, yet overused couple: cute and classy, the Brad Pitt and Angelina Jolie of graphic design vocabulary.