Taking the big leap, establishing criteria and subsequently measuring success and articulating analysis takes the kind of courage missing in so much contemporary critical sophistry. Fine art prompts experience. Fine art as experience in opposition to design as communication seems a bit abstract and extreme. Although this generalization doesn't work for all forms of design and art, it applies across a broad enough range to be workable. Obviously enough, most visual communication is part content and part experience.
Experience means emotional or visceral response.