Good web design has visual weight, is optimized for various devices, and has content that is prioritized for the medium. The most important elements of a web page should have more visual weight to « naturally attract » a visitor’s attention.
Good design is making something intelligible and memorable. Great design is making something memorable and meaningful.
Dieter Rams
Most users search for something interesting (or useful) and clickable; as soon as some promising candidates are found, users click. If the new page doesn’t meet users’ expectations, the back button.
