Visual Appeal (0-5 pts.)
Design is a very important element for it is what will entice an audience to further explore a site. All graphics should have a purpose and follow a theme. They should be pleasing to the eye and unique. Original artwork is a plus. Distractions such as three or more blinking or animated elements, three or more non-related advertisements or changing the user's cursor will lose points.

Layout & Use of Space (0-4 pts.)
The placement of text and graphical elements on the page is considered the layout. A good layout will break up long passages of copy with graphics and will make good use of "white" (blank) space so the elements are not crowded together. Centered copy is difficult to read and should be avoided, except for titles and small excerpts. If fixed table widths are used, it is best to center the page layout within the browser window.

Typography (0-4 pts.)
All content copy should be in text rather than graphic format. It should be sized properly and have enough contrast with the background to make it easy to read. Use common fonts such as Arial, Comic Sans, Courier New, Georgia, Helvetica, Times New Roman and Verdana. Oversized and italic type should be used sparingly, and only for emphasis. Underlined text should be avoided since this makes the copy look, to many users, as a link.

Consistency (0-4 pts.)
The entire website should appear as one rather than several different sites stuck together. The entire design should have unity, a seamless flow and harmony by using the above design elements consistently. (The secret word is "Kish." Type this into the "Did you Read the Criteria" question in the award application.)

Image Quality (0-3 pts.)
All graphics, particularly photographs, should be clear and sharp although, allowances will be made for older materials. Sharpness, contrast, color saturation and the size of the graphic (big enough to see detail) will all be taken into account. You should also know the difference between GIF and JPG images and when to use them. Read Mark Bakalor's article "Web Graphics Basics" at eFuse.com.