Interview Question for UI User Experience Designer at Jeppesen Sanderson:

One must establish what 'look and feel' works best for the end user, or target market. The purpose is to strengthen the brand, not necessarily try to design something that everyone is going to like. That's impossible to accomplish, it's just too subjective. It is better to instill better usability as a standard and use colors and graphics that are compelling but are not overstated. Always think of the old saying "form follow function."