KHNUM can help. Because I think that many designers purely create intuitively. I know many of my designers who make beautiful things but can not explain to the customer why they made it like that. And a client who is not willing to believe your word and wants to know where you have based things on. And if you have to say: on your gut feeling. Well, what guarantees me as a client that this is a good choice? Yes, then you stand with a complete loss for words.