A design is just not about putting some graphics and fonts together. Some areas where potential designs can loose out on are:
Impact
Does the design give the key message. Does it communicate the purpose of the site to the user? The website design should be such that at a glance the visitor can identify the site with a product or a service.
Cohesiveness in the design
The elements on the screen should be consistent with each other. They should naturally flow into one another. Each element should maintain a consistency with another and not “stand out” in the crowd.
Graphic quality and fonts
The quality of graphics used speaks volumes. Clean graphics stand out and keep the focus and add a positive impact on the site. Similarily illegible fonts will not encourage visitors to rtemain for very long on the site.
Misuse of Contrast
Contrast should be created only if you want to create a focal point. Too much contrast without a purpose can be initmidating.
Not keeping content in mind
The design should be designed around the content. Most often the content is an afterthought and placed once the design is complete. This tends to give the page an incomplete look.
