design
Is good design a matter of fact or opinion? We say it's both. Design school taught us the rules. We learned what kind of type is most readable. We learned how to build a page that keeps the viewer interested and following a logical path. We learned what colors work together and how to build balance. What we DIDN'T learn in design school was how to use good design to solve a business problem. That is something you can only learn through years of experience.
We understand the rules of good design but more importantly, we know how to use, break and bend those rules to get into your customers heads and communicate to them in a language that will move them.
Good design. Fact. Opinion. And a little bit of voodoo.