||The layout is either cluttered or sparse.
||The layout gives sufficient space to all elements, …
||… organizing them in an aesthetic manner …
||… that fosters readability and instant recognition.
||Color is not used or is distracting, disharmonious, or confusing.
||Color is used in a non-distracting manner …
||… that enhances visibility …
||… and enhances meaning and aesthetics.
||Graphics are not used or are poorly constructed, not discernible, or distracting.
||Original graphics are used (e.g., illustrations, graphs, icons) …
||… that are clearly discernible …
||… and improve aesthetics or enhance meaning in a professional-looking manner.
||Fonts are not used or are inappropriate, inconsistent, or frequently changing.
||Appropriate fonts and text sizes are used …
||… in a consistent manner …
||… that only changes to enhance meaning.
||Navigation elements are not used or are poorly constructed.
||Necessary navigation elements are clearly discernible, …
||… logical, intuitive, …
||… and complete.
||User pathways are ill-conceived, incomplete, or non-intuitive.
||User pathways clearly exist …
||… that are intuitive …
||… and efficient.
||The mockup contains fewer than six pages of content.
||The mockup includes six or more pages of content but does not include one or more of the required pages listed above.
||The mockup includes six or more pages of content, including the pages described in the requirements above.
||The mockup is not presented in a manner that allows for user navigation.
||The mockup is uploaded and shared in a manner that allows for user navigation …
||… and all of the links work to allow the user to make their way through the mockup in a fully functional manner.