At the end of this nice piece on Charles and Ray Eames there's mention of the way the pair looked at design together. Or, as they called it, way it should be-ness.
"If something is really 'well designed' the idea of it having 'been designed' wouldn't come up at all."
Isn't that good? Way it should be-ness.
This can be found in the best advertising as well. We know when we encounter it because we get wonderfully lost in the moment, not thinking about why it's happening, not judging its composition and naturally believing that the sponsor of the ad is qualified to say what they're saying. Research backs up how successful this can be.