I have goals to achieve, information to convey, possibly emotions to instill. For product or marketing I as a client would know the target market and positioning. Does the design reflect that? Does it have references that are too close to images/products of a competitor (or failed old products of ours)? I can assess whether the delivered work hits the goals that I have - I may only realise after seeing one iteration that an expressed desire actually detracts from a goal either due to ineffective communication or my not understanding how things would come together.

Is the image very busy? I may know that I'm going to want to use it along with other assets or in presentations - how is it going to affect that? How do the colors and shapes used compare to other assets it will be used beside, how will it work in different mediums? Bright yellow isn't great for projectors or for legibility.

One example - a global accounting firm introduced a new framework. They had a diagram that had core elements, supporting concepts, and overarching concerns. It would work fine at full size on a laptop but was very poor for display on a low res projector to an audience of 100. This design was core to the effort and would be used in very many situations with projectors to large audiences.

I may say that I want to look like James Bond skiing - you design me a yellow ski suit very similar to the intro of The Spy Who Loved Me. I'm horrified because I want a look similar to the all black look of Daniel Craig in Spectre. My inability to communicate about design created a problem but I can judge on whether or not you've achieved my goal.

Translation across domains is VERY HARD.