1.  Streamlined and engaging content

Every word used for the website should carry weight and meaning. Unnecessary words should be eliminated, and the copy should be edited for grammar and readability. The copy should also have a tone and voice that will appeal to the end user and be engaging and easy to read.

2.  Typography

Typography has always been a powerful visual tool and used to create personality, evoke emotion and set a tone on a website.

Readable text is a critical element for any design project, particularly when it comes to the body copy. Text that is clear and easy to read is crucial, yet also work to match the aesthetics and style of the brand.

3.  Colour

A well thought out colour palette can go a long way to enhance the user experience. Complementary colours create balance and harmony, whilst contrasting colours for text and background will make reading easier for the eye. Vibrant colours are usually used for buttons and call to actions and can also be used in other areas to create emotion. Finally, white space/ negative space is also effective in creating a clean and uncluttered look for your website.

4.  Images

Images are not necessary, but they can be the hero to your website if chosen correctly. Pictures can be part of your branding and help to connect with your audience. Infographics, videos and graphics can also be used to help you communicate information visually.

5.  Layouts that let content shine

“The arrangement of design elements within a given structure should allow the reader to easily focus on the message, without slowing down the speed of his reading”

– Hermann Zapf

A well designed website should be laid out and arranged so seamlessly that the user doesn’t notice the design at all. It should allow users to freely and easily navigate around the site and focus on the content.

6.  Load time

Everybody hates a website that takes ages to load. To minimise page load times consider optimising image sizes (size and scale), combining code into a central CSS or JavaScript file and minify HTML, CSS, JavaScript to speed up their load time.

7.  Mobile friendly

Today, websites are viewed on multiple devices and screen sizes, so it is important to build a website that is responsive and mobile friendly. This means that the website is able to adjust to different screen widths whilst remaining visually pleasing and functional.

8.  Improved design-to-development workflows

Collaboration and communication between designers and developers have been enhanced by new tools including InVision, UXPin, Adobe XD, Slack and numerous others. Fuss-free communication and workflow between designers and developers is crucial in creating effective websites in shorter timeframes.