“For him [Edgar Kaufmann Jr.] ‘good design’ was a euphoric concept that equated aesthetic with ‘eye appeal’ and newness with innovation.” (pp. 24).
For Kaufmann, “‘Good Design” stood for the elimination of story telling” says Milton Glaser. (pp. 26).

VIENNE, Véronique. “What’s Bad about Good Design”. Communication Arts. Palo Alto, California : Coyne & Blanchard, Inc. ISBN 0010-3519. 270 (January/February 1997). p. 23 - 26.