1. The SIMPLER the BETTER
The simpler the interface, the better the experience can be for the user. Sometimes when something is simpler it can also be more visually appealing and more welcoming.
2. Consistency/Layout is key
Keeping a consistent color palette, interface, etc, makes it more marketable and cleaner. Only change things when necessary.
3. Learnability, ease of use
Make it an easy thing to learn. This goes with the idea of simple design because when something is blatant it is more appealing than having to navigate 20 pages to find something.
4. Visual ease, level of difficulty to read and view the basic content
Again, goes with my #1 of keep it simple. Keeping the colors consistent and layout consistent makes things more recognizable.
5. Making it user friendly
Speaks for itself
6. HEIRARCHY
Don't jumble details. Know what needs to be presented clearer. Minor details should be left minor, major details left major but don't completely separate them.
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