Less is More! Couldnt agree anymore with Luke. Few pictures, white background, and reverse type that portrays a clean simplistic feel, where in most cases is easily navigable. However you need personality. You need to appeal to your audience, engage them somehow. If using a lot of text and few pictures, create placeholders for them as described on page 176. Think about your logo or identity when creating a site. This usually will effect the color scheme of your site. Try and incorporate as much as you know about the company as you can in your design. If your logo is a monster, maybe have a few illustrations of them on your page. This is where you can be creative to engage your visitors and potential clients. A bad color scheme will not attract anyone so be careful. Test out several schemes. Neutral aand low values are pleasing to the eye. However bright and vibrant colors might work for active people or firms dealing with sports.