There's an entire body of research on visual design (a great introduction to which is Colin Ware's "Information Visualization") that gets right down to the nitty gritty details of human perception, like eye tracking speed, visual channel capacity, move and scan loops, visual working memory, the relationship between luminance channels, motion and shape as opposed to color channels, and on and on and on.
It turns out that "good" design principles can be quantified, communicated, taught, and learned, are based on our common biology, and that they needn't come at the expense of aesthetics or sound reasoning.