Where Good Taste in Branding Actually Comes From
[And why it can’t be rushed]
“Good taste” is one of the most discussed — and least defined — ideas in branding. People recognize it instinctively, but struggle to explain it. It’s not a style, a trend, or a moodboard. And it certainly can’t be downloaded or automated.
At Offnormal, we see taste not as a talent, but as a byproduct of accumulated judgment — shaped over time, through exposure, reflection, and experience.
Taste Is Not a Shortcut
In creative industries, taste is often mistaken for preference: minimalist vs expressive; modern vs nostalgic; loud vs restrained. But taste is less about what you like, and more about why you choose one option over another in a given context.
Good taste shows up when: decisions feel appropriate, not flashy; work ages well, rather than peaks quickly; restraint feels intentional, not cautious.
Where Taste Actually Comes From
1. Exposure Beyond Design
Taste develops when creative practitioners look beyond their immediate field.
Architecture, literature, film, music, and even urban planning all shape how people perceive balance, rhythm, and meaning.
Branding benefits from this cross-pollination — because brands don’t exist in design ecosystems alone.
2. Time and Repetition
Taste cannot be accelerated. It’s shaped by: seeing work succeed and fail; revisiting ideas years later; recognizing patterns only after repetition.
This is why studios that have worked quietly for a long time often develop clearer instincts than those chasing visibility.
3. Making Mistakes
Mistakes refine taste faster than theory. Poor decisions create contrast. They teach limits, reveal blind spots, and sharpen judgment.
Taste matures when creatives learn not just what works — but why something doesn’t.
Why Taste Matters More Than Ever
In an era where tools are accessible and outputs are abundant, taste becomes a differentiator. AI can generate options. Templates can standardize layouts. Trends can be replicated instantly.
What can’t be replicated easily is judgment — the ability to choose what fits.
This is where taste quietly shapes branding outcomes: deciding what not to say; choosing when to stay consistent; knowing when change is necessary — and when it’s noise
Taste as a Working Principle
At Offnormal, taste isn’t an aesthetic claim. It’s a working principle. It influences:
How we frame problems
How we respond to briefs
How we collaborate with partners
Good taste doesn’t seek attention. It seeks appropriateness, clarity, and longevity.
And over time, that way of working becomes normal — just done differently.
