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UX Tip #30 Good website design

Whats good website design? According to a study conducted by Google, there are two key factors that play a major role in whether people like a website - visual complexity (how complex the visual design of a website looks) and prototypicality (how representative a design looks of a certain category). People generally consider websites to have good design if they have low visual complexity and high prototypicality; i.e. designs that are both simple and familiar. Interestingly, the two factors are interrelated, so even if the design is familiar users will perceive it as less beautiful if its visually complex. More on familiarity in our next tip!