Effective images
The photos you choose to appear on your site should be congruent and relevant to what you’re talking about. Find the most interesting and engaging images you can. Use professional images with proper lighting from free-use sites or buy stock photos. Consider that photos with people tend to be looked at more than photos without people.
Take these tips into account and start planning your design offline before you enter your web builder. By getting these key ideas clarified first, your build will have the direction to keep you focused on your design path.
Another way continuity is affected is with content. When a user clicks on your ad for a cat product, but then arrives to your home page full of dog and fish products, continuity suffers. So, for design and context, you must make sure things line up.
Color structure and planning
Speaking of colors, you want to aim for having just two or three. Don’t be excessive with accent colors or “extras.” Strive for strong contrasts to make things easy to view. In other words, dark blue text on a black background or yellow on a white background are too difficult to discern.