1. Ease of use 2. Accessibility of information (no one wants to click 8 times to find what they're looking for) 3. The mood the design creates (colour / spaci

1. Ease of use 2. Accessibility of information (no one wants to click 8 times to find what they're looking for) 3. The mood the design creates (colour / spacing / layout / font) 4. Uniqueness