Flavor

Flavor is the concept of evoking a specific feeling and the intent of creating a universe and telling a story with the game of Magic.

Description
Flavor provides a unique and distinguishable quality to the game and each individual card or product. Flavor is accomplished via non-functional parts of cards, such as the Illustration or flavor text, the card face, and other visual clues, but also outside information such as marketing, web-presence, books, etc.

Magic flavor should have both breadth (the broad scope of Magic, the sheer number of flavor elements) and depth (intensity of focus, growing investment in its core iconic elements).