We often describe taste as a gift: some people have it, others do not. The idea is seductive and dangerous. Once taste becomes an inexplicable instinct, a team loses the ability to discuss, train, and share it.
Taste is a way of choosing consistently
A product’s taste rarely lives in one spectacular screen. More often, it appears across dozens of small decisions: what to remove, what to emphasize, when to stay quiet, and when to allow something unexpected.
Taste is not “what I like.” It is knowing why something is right for this particular moment.
Good judgment usually holds three things at once: what the user needs now, what the product genuinely believes, and what the team can execute exceptionally well. Their intersection is where a style becomes credible.
Give intuition a shared language
I like teams to collect specific positive and negative references, then move beyond reactions. Why does this feel clear? What does this restraint sacrifice? Is the detail helping someone understand, or merely showing off the design?
Once judgment has language, taste no longer belongs only to designers. Product, engineering, and content can all help maintain it. Over time, that is more powerful than a heavy rulebook.
A system should create courage
A system is not meant to make every choice safe. It helps the team know where it can deviate boldly. Only when the foundation is stable does an occasional break feel meaningful.