Way too focused on pretty design. Give me a simple, clean site with a single big call-to-action button.
In the end, detail to what converts users matters, not typography or richness of color.
In the end, detail to what converts users matters, not typography or richness of color.
1. Spacing
2. Pixel Perfect Detail
3. Well thought out Typography
4. Organization of Elements
5. Restraint and Subtlety
6. Using Color to its Full Potential
7. Doing something Nobody else has done
Considering the content of each of the points, I would argue that at worst only 2 and 7 focus on form over function. If you're a person that has a hard time telling if a design is good or not this is a great list.
Also, design must start somewhere. You cannot A/B test starting from a blank page.