Beyond simplicity and obviousness, UX design consists of more specific things to check on your site. Let's talk about the visual "rules" that help your site look trendy and user-friendly:
Pay attention to the content density. While designing pages do not overuse delimiters, frames and lines.When the design is "breathing", it is more pleasant to stay on it, rather when each block is separated by a background, line and container.
Become friends with contrast. UX design assumes a minimum number of elements where it is possible. Consequently, you can attract the visitor's attention using contrast (better to use a proportion of 4.5:1). Contrast elements are also more convenient for visually impaired users.
Minimum of fonts. There are many beautiful fonts. Unfortunately, the site is not the place to show all the variety of curls and letters. Take as a rule to use a maximum of two fonts (for complex fonts, it is better to limit yourself to a width variation of the symbol). And in general, to avoid such creative flights, use a brand book.