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- Gut reactions. But, explain them. Go beyond I like/don’t like. Why? Why not?
- Can you read the hook?
- What is working? What isn’t?
- Do images support/enhance the event? How?
- Typography: Does the type feel appropriate in tone?
- Concept (e.g. theme): is it interesting, original, innovative, creative, etc?
- Layout: Does the structure of the page seem to be in the right place?
- Aesthetics: What is the total overall effect? Does it feel right?
- Color, Texture & Images: Is the use of these graphic elements consistent with the goals of the project? Why? Why not?
- Balance, white space, composition, etc. Think visual and emotional appeal
- Style: Does the design style seem appropriate for the stated goal or purpose?
- Problem areas: What things in this solution are not as effective as they could be? Why do you think that?
- Completeness: Is anything missing? Conversely, is anything there that shouldn’t be?
