In my layout class, we watched a video that discussed the importance of knowing your story when designing. You should know the story behind what you are designing, and then execute it. If people do not understand your design or the story of your design, it can create distance between you and your customers.
Learning this helped me understand the importance of being clear in my designs and keeping things simple. Designing can be a form of expressing who you are, and that is what makes me love doing it.