Aesthetics is one of fourteen website design guidelines identified by the Mequoda Group as being essential to sound, effective website design. We identified these website design guidelines by reviewing hundreds of websites and interviewing dozens of website publishers.

The average user expects professional websites to be clean-looking, information-rich, and intuitive. They respond best when the aesthetics of the site support the purpose of the site and are consistent with the user's mental model. A website with a design that is appropriate for the firm or organization it serves will score well in aesthetics.

This chapter is part of a handbook titled Membership Website Publishing.

• Handbook: Membership Website Publishing
• Chapter 13: Aesthetics for Membership Websites