Simplicity: Keep the design clean and simple, avoiding clutter and unnecessary elements that may confuse or overwhelm users.

Consistency: Maintain a consistent layout, colour scheme, typography, and overall design throughout the website to provide a cohesive user experience.

Visual Hierarchy: Use size, color, contrast, and placement to establish a clear hierarchy of elements, guiding users' attention and helping them understand the content structure.

Navigation: Design an intuitive and easy-to-use navigation system that allows users to move around the website effortlessly and find what they are looking for.

Responsive Design: Ensure that the website is fully responsive and optimized for various devices and screen sizes, providing a consistent experience across desktop, tablet, and mobile.

Accessibility: Make the website accessible to all users, including those with disabilities, by adhering to accessibility guidelines and providing alternative text for images, proper headings, and keyboard navigation options.

Loading Time: Optimize the website's performance and loading speed to minimize waiting times and provide a smooth browsing experience.

White Space: Utilize white space effectively to give breathing room to the content and improve readability, allowing important elements to stand out.

Call to Action: Clearly communicate the desired actions to users through visually distinct and compelling call-to-action buttons or links.

Feedback and Validation: Provide visual feedback and validation messages to inform users about their actions and guide them through the website's processes.