Visibility and recognisability are key aspects in the immediate sense for designs, but also being memorable is the overarching goal. Being memorable is tricky though- so much is borrowed is visually from other sources these days- sometimes you are asked to make something similar so that people accept or "buy in". Often something is described in terms of a mix of pre existing things(like movies). Its a problem because in my opinion its our job to show what could be and shake people up a little with things that aren't there- so they might take a better look at what is around them.
One of the ways things become memorable is if there is some kind of emotional response triggered in the viewer, or a connection made.
Whereas a lot of people want something recognisable, safe or easily understandable- dumbed down, banal. But anyway thats not what we're about- we want to find something new.
