Primarily, good design should not distract the user's from the content or main objective of a page. For example, text content should be dark, navigation and ot

Primarily, good design should not distract the user's from the content or main objective of a page. For example, text content should be dark, navigation and other stuff should be light or grey. Use simple icons that do not distract. Don't distract the user by large unrelated graphics or images. Don't use animated stuff if it's not related to the content (or monetizes the page). Keep everything around the main content simple and lighter than the main content.