Design affects all kinds of things. Overall, a lot of it is user focused, so before doing anything, you need a clear understanding of what the purpose is and what will make it effective.
Focus on the end user
Your design is ultimately built with one purpose: To please the end user. So, when creating a design, you should bare them in mind throughout the whole process. Think about why they are engaging with your design – is it on your website? In an email campaign? Furthermore, you need to decide what exactly it is that you want to gain from them. Perhaps you want them to click a button, or take up an offer, or maybe even read a piece of content. Whatever it may be, make sure this all falls into place within your design.
Less is more
When it comes to design, simplicity is often the best solution. As we’ve already established, there is going to be one main purpose of your design, so you don’t want to overcomplicate it. A simple design is usually one of the most effective ways to impress and engage your audience. This could be as basic as keeping the colours minimal. Perhaps just stick with a few colours; one or two. The simplicity of this is much less distracting for the end user and looks more impressive, visually.
Understand what you want to achieve
When creating a design, it’s important to have a clear vision of what you want to achieve through it, and what the purpose is. Whether it’s to sell products, or to increase traffic, it could be all kinds of different things. Establish what you want to achieve first, then design around it. For example, if you’re designing a call to action button, orange is proven to be the colour that encourages people to click most.