I don’t like that website!

Sooner or later, marketers, business owners and executives find themselves in front of a website design and have to say yes or no. Web designer Jan Řezáč points out that web designers in the Czech Republic are self-taught: when he asked a room full of them at the WebExpo conference who had formal training in the field, one hand went up. So he wants to give feedback on a design some structure. All but one of his examples come from finalists of the Czech WebTop100 award.

You'll learn why neither your opinion nor your designer's has a significant effect on a website's business performance, and what to assess instead. Jan goes through six ways of looking at a design, from whether you like it to whether it supports sales. He shows principles a layperson can check, such as readability, line length, the typographic grid and banner blindness, and simple tests of what message the website conveys.