Time to learn the term "design brief," which relates to the design like a program specification relates to the program.
What is the design supposed to accomplish? What should it convey? What kind of reaction should it elicit from the viewer? While these ideas may not be completely objective, they can be expressed in written form. Doing so is one way to bring some objectivity into the the process, as well as a way of keeping everyone "on the same page." Adhering to the spec is a also a good way of finding out if your spec is useful or not. If you find the design veering away from the brief, go back to the beginning and start again; re-write your brief, and re-iterate the design.
Now a quibble about your mention of knowing how to use a program to lay out objects. (Note, "lay out" is the verb and "layout" is the noun.) One such "object" is of course type, and learning how to size, lead, track and kern your type is more than just placing objects (letters) in proximity. Knowing how to use the program is one thing; achieving great visual results is another.
How to learn what works and what doesn't? Get some design annuals, subscribe to design magazines, start reading design blogs. Most importantly, find a good designer who will critique your work. All of these activities will develop your eye and your design sense.
What is the design supposed to accomplish? What should it convey? What kind of reaction should it elicit from the viewer? While these ideas may not be completely objective, they can be expressed in written form. Doing so is one way to bring some objectivity into the the process, as well as a way of keeping everyone "on the same page." Adhering to the spec is a also a good way of finding out if your spec is useful or not. If you find the design veering away from the brief, go back to the beginning and start again; re-write your brief, and re-iterate the design.
Now a quibble about your mention of knowing how to use a program to lay out objects. (Note, "lay out" is the verb and "layout" is the noun.) One such "object" is of course type, and learning how to size, lead, track and kern your type is more than just placing objects (letters) in proximity. Knowing how to use the program is one thing; achieving great visual results is another.
How to learn what works and what doesn't? Get some design annuals, subscribe to design magazines, start reading design blogs. Most importantly, find a good designer who will critique your work. All of these activities will develop your eye and your design sense.