A good design doesn’t distract the user from getting to the information: It is an enabler

The key word is obviously “enabler”. Too often people focus on the esthetics of a design, and although it is important to have an appealing Web layout, all design elements have to have a purpose: Trigger action from the visitor. For e-commerce sites it could be to add items to a shopping cart; for non-profit sites it could be to entice someone to donate to a cause; for a commercial site it could be to download a white paper or a brochure or even better, initiate a business deal. So, ask yourself this simple question: Does the graphic design encourages users to act? If the answer is no, go back to the drawing board, evaluate your user needs and your own business goals and create a design that enables users to act.