1. User-centered design: Prioritize the needs and goals of the user.
2. Simplicity: Create a clean and easy-to-use design with clear navigation.
3. Consistency: Maintain a cohesive look and feel across all pages.
4. Accessibility: Follow web accessibility guidelines to make the design accessible to all users, including those with disabilities.
5. Responsive design: Make the design responsive to different screen sizes and devices.
6. Visual hierarchy: Use visual cues to create a clear hierarchy of information.
7. Content first: Base the design on the content of the website, with the design supporting the content.
8. Usability: Make the website easy to use, so that users can find what they need and complete their tasks.
9. Performance: Optimize images, code, and other elements for fast loading and good performance.
10. Aesthetics: Create a visually appealing design that reflects the brand and purpose of the website.
11. Standardisation: Use only Standardised terms, icons, images which people are already aware of. Lot of changes may divert away the users and require learning curve.