• [ ] The website is visually appealing and pleasant to look at

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• [ ] The balance between the content and the white/negative spaces is right

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• [ ] There are no elements ("scroll stoppers") of the page that will make the user stop scrolling or create the illusion that they have reached the bottom of a page when they have not

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• [ ] The style of the website is consistent, clearly recognizable look and feel, and retains the attention of the users

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• [ ] The fine details in the website are not in "saturated blue"

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• [ ] The colors on the pages serve as a means for the arrangement and order of the content

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• [ ] Visuals on the pages are not mistaken for advertisements

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• [ ] Significant subjects and data on the website are presented in bold

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• [ ] The most engaging components (such as animation, bold colors, and size differentials) in the website are used sporadically and where appropriate

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