>>37977392I always saw how they tend to make designs with recognizable shapes, identifiable details (as
>>37978329 said) and own personality.
They usually have some detail that acts as their own identity sign like Gengar's smile, Conkeldurr's concrete pillars, Probopass's nose and moustache, Charizard's flame... This makes them unique and distinguishable with the rest of species, even if sometimes these details aren't appeal. Sugimori told that he edits the new designs to make them less appeal, but actually he wanted to say is he puts details (their identity signs) to make them less generic and more unique.
Pokémon species are based on something (animal, object, myths, yokai...) and they use this concept to make a completely new monster that could coexists with its own origin and not be related.