The point of a website is to communicate. Just as in speech or writing, the basic rule is to keep it simple. This is a universally accepted principal – until it comes to web design.
For one reason or another, this simple concept gives way to a myriad of unnecessary elements. Images and graphics are helpful only to the extent that they actually illustrate the central theme or message.
Simple is better and easier. Let’s consider this website as an example. It’s as plain as plain can be, but does it satisfy the following essential criteria:
Is the point of the website immediately clear?
Does it appear to be legitimate?
As a visitor, do you know what action is expected of you?