For online and digital experiences, these terms are used to describe what and how a user (or viewer) sees when he or she is navigating through an experience. This entails how one chooses to move through sections or pages of a site, where the content is positioned and how messaging is translated. Though everyone may be thrilled with a unique a art direction that dazzles the eye, the true test of a design’s success is whether the experience is intuitive and easy to use. The best designs are the ones that put the user’s experience ahead of the fancy “bells & whistles” and satisfy or exceed the viewer’s expectation and create a brand trust.