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Good design
>Element or concept is based around the actual animals biology or behavior
>Makes creative use of said element
>Doesn't look like a fursona
Bad design
>Basically just a cartoon animal but humanized
>Give an job that could easily be replaced
>Doesn't even have any real reason to be said animal (Incineroar did not need to be a tiger, all gen 8 starters did not need to be there respective animals, etc)
>Look like characters, not monsters