Simplicity – your designs should be simple and effective. Try to achieve more with less and not bombard the users with useless, redundant data or too many ads if unnecessary. Your designs should be effortless in conveying the story you are trying to tell and also speak to the user and all their individual need and wishes.
Consistency – a lot of what I’m seeing is inconsistency in designs whether that be a lot of things going on, or a ton of different styles being used throughout the project. This includes switching up fonts, colors, styles, layouts frequently and it just ends up confusing the user and our bounce rate going way up.
Good layout – practice layouts that work and that have been proven to work. Users can only interact with so much so there isn’t really enough room to showcase all of you data and information at once. Selectively provide content by importance and have in mind structure integrity.
Colors – again, don’t go overboard here. Simplicity is once more key where you don’t want to make your UI hard to look at. Use a strict color scheme for your design that works around 2-3 colors and use them wisely to highlight and accentuate your important content.