hmmm... not really a simple answer. I have a couple of ...standards? configurations? for myself. I don't worry too much anymore about building the perfect face that will have thousands of syncs. At this point I just enjoy building something I put a lot of time into and enjoy wearing. If I have dozens of faces someday it will be because I've been at it for years, not because I'm trying to output 10 faces a month or something.
I mostly try to stay in my groove. So my groove has become highly realistic analog, chronograph-type, metals, and other materials. I do have some unusual faces and some goofy ones, but mostly I stick to high metallic realism.
Battery, Steps, Weather for sure in different flavors - depends how lazy I am. I'll add other components based on what I'm building. For example a beach-themed watch may have a one or two day quick glance weather forecast (as long as it's easy to read and not tiny).
BIG FONTS. I tend to cater to older folks who use the watch as a utility. That means quick-glance, easy to read stuff.
Business class, white collar, professionals, luxury, evening wear... It would seem the stuff I build wouldn't necessarily end up on a 20-year-old's wrist. It's not my generation, I don't keep up with whats "cool", it's just not my thing. I tend to build faces for business professionals that would wear my designs to work, or an event, or a golf outing, or something you might put a suit and tie on for. I have very few ladies designs - again not my thing and the designs I built were not popular at all.
anyway that's my story.