The design process contains countless twists and turns which can (read: “do”) alter the project significantly down the line. Sometimes they’re small things like this solid grey instead of that gradient; this width or that width; this color, this shape, this font, this etc. Sometimes they’re bigger decisions: this column there, this image, this message, this size.
All of the “this’s” are decisions that we designers make, sometimes aware, sometimes unawares. Have you ever slipped on the mouse, fk’d something up, and ended up sticking with it because it looked pretty good actually? I have. More than I feel comfortable admitting.