Once you start reading on art and graphic design, you get (other people’s) perceptions of what is beautiful and what isn’t visually attractive. Is a design successful when it’s so mind-challenging to a point that makes us feel stupid for not getting it at a first glance or the exact opposite, when it fits so perfectly with everything else it goes so easily into our minds?
I take it as a little bit of both. While the simpler the design the longer it will live, it’s refreshing to see a clever design becomes popular, and usually those have one kind or another of an ‘aha!’ factor. Gestalt principles of perceptions are a great intro to how these factors can be defined.
The human mind can see more than the sum of parts to make a shape. Sometimes it adds parts on its own to complete a figure that doesn’t really have a meaning otherwise. For example, you can understand that the below logo is a panda, even though it really isn’t, your mind completed the missing parts in order to see it that way.
Same goes for grouping things together based on shapes, line weights, colors or other features. Things are perceived in a way that makes the most sense using this amazing default brain power.
Other examples of Gestalt: