Taste is the bone-deep feeling that you’ve made something good. It is a sense, inexplicable and ephemeral. But it’s also a tangible skill that’s increasingly essential. Taste is how a business differentiates itself when attention is scarce and choice is abundant. Knowing what to make is just as important as the ability to make it.

Like many writers before me, I tend to lean on vague hand-waving when the need to define taste, or rather, good taste, arises. A common trope is to use the phrase US Supreme Court justice Stewart famously gave to describe obscenity, a similarly hard-to-describe bedfellow of taste, in 1964: “I know it when I see it.” In design, good taste can be... See more