Appeal
Even though a website’s appearance might not be the first thing you think of with regard to website usability, a website’s design does factor into its overall appeal. This means that operators should keep certain ground rules in mind when designing their website. It helps to create a clear, visual hierarchy, whether it is images, graphics, or subheadings. Ultimately, everything should be designed so that the meaning and context are clear to the user. An example of this would be ensuring that important information is written in a larger font.
Clickable links should be obvious to the user: this can generally be achieved by underlining words in a text. In addition, the following applies for the site’s color scheme, images, and graphics: peace and order always trumps gimmicks and animations. A harmonious and pleasant color scheme is more likely to keep visitors on the site, as bright colors, flashing icons, and any other excessive effects will make them want to leave as soon as possible.