Design is not only an aesthetic element, it is critical for good flow of content and visual accessibility of information. It has to attract the reader with clever usage of the tools in the design tool box (headings, sub-headings, intros, visuals, captions, contrast, balance, colour). It should unpack the information logically and guide the reader to effortlessly access it. It is good creative use of the grid, typography, photography and all the other design elements. It is good design that grabs the audience from the cover or the landing page and make them turn the pages.