Art Direction is how your website or any work of design looks and feels. It’s a benchmark for the emotions or traits that we want to resonate with your users. As designers, we can achieve this through specific decisions about how we use typography, color, and whitespace. Art Direction Attributes are a collection of (often touchy-feely) words like comforting, simple, elegant, fresh, etc. They should be guided by your Brand Values, Brand Pillars, and Design Requirements.