Aesthetically, a website must be convey professionalism and assure audience that the company is legitimate and competent. Corporate branding, the company's image contained in logo, tagline or colour scheme must be maintained in the visual design of the webpage while at the same time communicating other values of the company. Minimalism or use of basic colours are not necessarily unique but convey a value of simplicity while the use of bright, unorthodox colours convey free spirit and vibrancy.
