What it boils down to, is design should help solve a user’s problems, not create more for them. Design’s role is to help communicate the product features in a clear, simple, and direct way. Once all of these values have been fulfilled — this is beautiful design; now we can focus on the outward aesthetics.
You can have the most elegant typography, a perfect layout, the most delectable colors, and ride the cutting edge of design trends, but they should ultimately remain “invisible” to give users the most fluid experience possible. The best compliment a designer can receive is the absence of a compliment. This means you’ve done your job. You’ve remained invisible to the end user.
When people hear the word design they usually think of something that “looks good,” or is “simple,” “consistent,” “beautiful!” or another warm and fuzzy adjective. While designs may indeed be beautiful, being beautiful is only touching the surface of what design is really about. The best design usually lies unnoticed; invisible to the untrained eye.