Creative
Often, creative is a synonym for decoration (style, images, graphic design) but its core purpose is to get visitors to act.
What works good is better than what looks good.
Great design should seamlessly guide a visitor from arrival on the site to taking an action.
Principles
- Plan to take your visitor on a journey from landing to action.
- The fewer the number of clicks the better.
- Don't overdo the decoration: avoid irrelevant images and graphics.
- Creative should support your proposition and not overwhelm it.
- You are looking to win business not design awards.
- Simple almost always trumps complex, novel and different.
- Heavy use of graphics = page load blowouts = click aways.