Playfulness, "flair" and other emotive forces guide creative decisions usually, but there's nothing stopping a technical person from arriving at similar outcome

Playfulness, "flair" and other emotive forces guide creative decisions usually, but there's nothing stopping a technical person from arriving at similar outcomes via a more technical process. It will take more time and be less fun, less satisfying, but it's possible. For example, once the basic IA is worked out, you could have a phase of the project called "flourishes", where your knowledge of illustrative techniques, eye-tracking, colour theory and UX tricks and so on, guides the design. Along with business needs, communication preferences... Another phase could be "product photography" where knowledge of what makes a good photograph comes into play. But yeh it's usually easier to get a professional designer who enjoys and does these things all day long!