Are you saying that design is innate, and can't be learned? I disagree.

I'm saying that if you need to explain why one flyer is better than another then the design might not be as strong as you think.

Right, so innate it is. Folks who have studied design will be upset to learn this.

Again, I'm not saying that this is a perfect example, but the points he makes are valid. I've had to deal with similar issues creating figures and illustrations for scientific manuscripts. Scientists are not great illustrators by and large, although some are. It's worth studying the successful examples, and to adopt their practices.

The point of design is to study and think a lot so that you can create a message that viewers can receive without thinking. Most of the public have not studied design, and they are the ones your design needs to impact. Recognizing good design is innate, but creating and understandin it is not.