Patterns (such as words) need to be selected in such a way that they are generally approachable (they have generally the desired reaction from the desired users). This can be accomplish by dramatically narrowing the user group, by getting to know the user group, etceteras, etceteras.
The reliance on personal preference and judgement is suitable for day-to-day life, but becomes dangerous as clients begin to differ from the designer in any appreciable way.
Harp, harp, experience, sensitivity, balance and judgement.
Associations and Sources for Designers
Auxiliary Elements for document tb.ident.wasp.htm
Part of Toolboxes and Treasure-chests.