Planning. Before you even think about writing text or choosing color schemes, you should cement the foundation for your design on paper. Planning is the first step on the road to a great design, and starting to sketch out what the final product will look like will help you gain a stronger overall concept.

Simplicity. Effective design is never gimmicky. Your goal should be to design something that's easier to maintain, legible and “trend proof.” Take away the superfluous parts of a design and the core components will stand out stronger, making for a more cohesive identity.

Typography. Typography is critical in information design because it plays a key role in readability. Research fonts that work best online.

Usability. Glitzy designs can leave usability abandoned on the wayside. Remember, it's not just about how your site looks, it's about how it works. The best designs couple visual attractiveness with an interface that just feels 'right'.

Refinement. Good design takes time. Take every chance to ask yourself: how could this be better? Is it obvious to our users how this works? What needs to be changed or added? What needs to be edited or deleted?