Does not strengthen any tactic the PCs already implement.
The Magic Sword of Lots of Damage is boring and does not change how the players act in any worthwhile or interesting ways.
Does not have an obvious use.
At least not an obvious use for the party's objectives. Obvious is boring and does not encourage players to think.
Has the potential for many creative uses.
A magic item should have a wide range of uses in specific situations if the players think creatively.
Does not trivialize a major component of the game's play-style.
In a gritty survival setting for example, magic items that provide unlimited carrying space, food, ability to fly, or light may seriously undermine the game.
Magical power is simple and straightforward.
Explained in a sentence or two. A complicated item is difficult to use.
Connects to the world's lore.
It should not be a lengthy infodump, but instead only a few words. This makes it more likely the player will record this on their space-limited character sheet. Sometimes simply stating what legendary figure created or used the item can spark the player's imagination and imply a great deal.
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