Aesthetic rule: My goal was to make this site look simple. Items were placed so as to be easy to see and pursue.
Consistency: All the navagation, menu, header and content have the same layout for every page. I repeated some of the same content on all the pages, perhaps that may have been annoying or redundant. My intention was to make it easy to connect to making a puchase.
Chunking: By using this rule I made sure all the related content were placed together.
Readability: I tried to make the information as short, yet providing clear meaning to what was being communicated.
Signal-to-Noise Ratio: All elements, pages, etc were as connected and relevant as possible. I attempted to keep it so the participant would not be overwhemled with unnecceary items.