Aesthetics: it is created by visual choices such as colors, graphics, photographs and fonts. In general it includes interactive video and other rich media applications. The two most critical aesthetic features of the website are the following:
Color Scheme: designers often use a consistent palette of colors throughout the site to put users in a specific mood.
Visual Themes: they help tell a story. It’s like have a character that helps the users in which page of the website
Functionality: it is related to the performance of the website. Below, the critical elements:
Section breakdown: it refers to a website subcomponents.