> Having a good designer doesn't eliminate the potentially expensive middle part where you need to find out how a large heterogeneous audience reacts to your cu

> Having a good designer doesn't eliminate the potentially expensive middle part where you need to find out how a large heterogeneous audience reacts to your current best guess. I absolutely agree. When trying to appeal to a large audience I would definitely do both -- if I had the money that is. Which part is more important (mass appeal or trendiness) depends on the kind of business you are doing.