Design is a distraction

I am compelled to reply to this because I feel that this is an example of the material being written that confuses the understanding and application of design. Your post mentions several things that can and should constitute a good design but your understanding of it all is highlighted by this single line, "By itself design is art". Sorry, but art is art. Design is a solution or plan to solve a problem. Art can be a part of this as can graphic design, illustration, copy writing, great interactions etc. But know that design is driven by constraints and results, it should be circumspect and in the end effective.

I will point out that you are right when you say that the underlying business goals are more important than the artwork or style that tries to facilitate it, and fundamentally all efforts should be directed to make them a success.

On the matter of RFPs which this article is about honing, well that is a tirade for another day...

TLDR: Design != something's aesthetic, its a solution or plan to solve a problem and in order for it to be good it must be effective. Please do not confuse art and design. It only confuses engineers, budding designers, illustrators, and anyone who may be looking to hire a skilled designer.