The design, the aesthetics part, of any product, affects the way the target audience perceives the business/product. It is the first impression the product creates in the viewer’s mind. In a flash the viewer relates the service rendered as great/good/mediocre/bad or any individual specific grade set in his/her mind.
There is no single way to make something that would be successful. So it all depends on the target audience. The easiest is when the designer and the target audience have the same taste. It gets difficult when one targets audience having a taste different from himself/herself.
I believe though a good design is recognised by everybody.