What I mean is that, with some things like music, I can say that this recording is better than this one because the musician is playing with better dynamics, or better pacing, etc, but with two chocolate cakes from a restaurant I can only say “this one is better.” I can’t give any advice to the chefs. Typesetting is like the latter, I can say “this looks better” but can’t say “it’s because the margins are wider” or the serifs are fatter.