2. Innovative but Not Distracting
An impressive design involves creativity and natural talent. Professionals in the design industry understand how to use whitespace. Whitespace, or negative space, is the area of the page that is “empty,” found between graphic elements, images, and text. An innovative use of design elements and whitespace creates a less distracting, more appealing design, and guides visitors where you want them to go. Consider the iconic logos of Apple and Google — unforgettable. Simple, clean design, surrounded by whitespace makes a website more effective. Cheaper, lower quality products often have busy, noisy, ad-oriented designs, and website visitors automatically consider a distracting site to be promoting a lower quality product.
3. Aesthetically Appealing – To the RIGHT Users
You have a specific market segment that is your target customer (or client). The design must be crafted explicitly to appeal to that niche. Research into buyer habits can reveal the type of image, colors, and other design features that are appealing to those you want to reach. Each “buyer persona” has specific likes and dislikes, and research into likes/dislikes are essential. High numbers of site visitors are useless if they are not those who will eventually convert — and buy.