A website designer has to ensure usability of the site so that the targeted audience can look for the information, products and services with ease. Similarly, a website also has visual content that aims at guiding the customers towards the intended details for business.
However, some designers make it a prestigious issue that their creativity should rule supreme. While creativity is a good for making a website appear great in the eyes of viewers but it should come with some strategy as well. Artistic whims of website designers sometimes become a burden and the site owner has to pay a heavy price in the form of customers not visiting the site and business not going well.
This brings us to the issue of objectivity which means that a website designer should evaluate the design elements neutrally. A designer may have some prejudice towards some website designs or elements such as colors and fonts, but this will only ruin the design, website and business.
Makes sure that visuals and usability weave into each other. The designer should look through each area of website design. If some visual do not lead the audience to the usability factors, then it would be good to remove them and rework the elements for clarity and purpose.