Dang, why you want to make it harder for the purchasers of ‘design’?

I’m not sure where you are coming from here. I’m not advocating anything that would make things harder for the ‘purchasers of design.’ In fact, quite the opposite.

While it is understandable for people outside of the industry to use terms like “look and feel,” my argument is that these terms do not carry any real meaning, and practitioners of design should respond with a specific, rather than the use/reuse of such a vague term.

My suspicion is that a person without aesthetic talent, training or interest doesn’t actually have any idea of what they want, beyond ‘edgy’ or ‘classic’. This is simply because they lack to vocabulary to know what colors/design scheme will create a certain mood – or ‘look and feel’. Thus while nothing above is a bad idea, client communication is key no matter what industry, there is likely a point where a client is simply throwing themselves onto the expertise of the technocrat they’ve hired. In the case of design frequently this point may be the very beginning.