Art and design has always been a subjective matter- everyone will have a different opinion about what looks nice and what doesn’t. This too can be thought of when dealing with websites. However, instead of thinking in this manner from the beginning, ﬁrst think of your website as an extension of your business. If you sell a visual product, that will be the subjective aspect and your website will encompass that visual style. For businesses that sell non-visual products and services, your site should still embody your work, but in a more subtle manner. Think of key words that ﬁt your business and use those elements to generate ideas in your design. For example, a cleaning company may want to make sure the site is “clean,” meaning a lack of visual clutter and lots of open space. Everyone should ask “does this site represent my work?”
On the truly subjective side, understand that your site should satisfy you but also your target market. If those are at odds, then it might be time to do some research, look at other websites for ideas and get some honest opinions about the visual look of your site. Remember that you need to be competitive and that visuals are a key aspect of your business and marketing, even if you don’t sell a visual product.