Bright, relaxed theme. Lots of space. Lots of white. No clutter. Very clear messages.
Color: bright, white writing on colour, or black/colour on white.
Textures: Flat, minimal noise. I quite like the "handwritten" parts of the freelancer site, but they're not necessary.
Shapes: either consistently round edge or consistently square
Typography: Clear, san-serif. Perhaps helvetica, or a softer version of helvetica, or the 99designs font.
Photography/illustration: do include imagery of the target market if appropriate. The style of the imagery should match the look of models used by Apple, or by Freelancer.com, or by Wix.com. Non-traditional looks are good! Authentic smiles! Should look real.
Photography used should follow these guidelines:
- Should look like a genuine portrait of a real person, not stock. I should be able to believe that this was a picture that WE took of a real customer, NOT just stock photo.
- Real smiles!
- Not too obvious makeup / bright white lighting
- Non-traditionally attractive people are good. Look for people that would look like they work in the Apple store.