Web design is often treated as an aesthetic issue, but what really determines whether a page is usable are a few relatively stable criteria. They are not complex; the hard part is following them every time.
Start from the user, not from personal preference
Before designing, think clearly: who will come to the site, what problem are they trying to solve, and at which step do they get stuck with the current approach. This sounds like a cliché, but in practice the difference is huge. When discussing design inside a company, it is easiest to turn into “I think this color looks good” while putting the user's actual situation last. Replace the criterion with “Can visitors quickly find what they need?” and many arguments will naturally settle down.
Simplicity is not less content, but no distraction
Simplicity means every element has a clear purpose. Unnecessary decoration, redundant animation, and content added just to fill the layout all consume visitors' attention. The test is simple: if removing this element does not reduce the information the page conveys, then it does not need to exist.
Be consistent
The same visual language runs through the entire site—button styles, link colors, heading hierarchy, spacing rhythm. Visitors do not need to relearn when moving between different pages, and this is an underrated experience. Consistency also applies to interactions: the same action should have the same result, and the same state should look the same.
Design for usage scenarios, not screen sizes
Phones, tablets, and computers have different screens, but what is really worth considering is the difference in usage scenarios: on phones, people mostly check quickly; on desktops, they may be more willing to read carefully. Finger tapping needs larger tap targets, while a mouse allows finer operations. A common approach is to design for phones first and then expand to larger screens; this is less likely to go wrong than the reverse.
Make it usable for more people
Accessibility is not an extra burden but a basic requirement. Sufficient contrast between text and background, alternative text for images, main functions operable by keyboard, and font sizes not too small—getting these few things right benefits not only users with disabilities but also ordinary people viewing phones in strong light or using old devices.
Content first; form follows content
Put the most important information in the most prominent position, and make headings, hierarchy, and visual weight correspond to the importance of the information. Form serves content, rather than making content accommodate the layout.
Treat design as a process
Launch is not the endpoint. Which content is viewed more, at which step visitors leave, and which entry point converts better—these data will tell you what to change next. Regular reviews and small adjustments are more realistic than getting it perfect once and then leaving it unchanged for a long time.
These principles are related to one another: starting from the user naturally leads to simplicity and consistency; valuing usability improves both accessibility and content expression. They do not need to be all achieved at once, but they are worth checking against in every project.