COLORS — Which website uses color more effectively for its audience? Explain., IMAGES — How are the images different? Who are they trying to attract?, TEXT — Which site uses simpler or more detailed text? Why?, BUTTONS — What action do the buttons encourage the visitor to take?, MENU — Which menu seems easier for its audience to understand?, LANGUAGE — Is the tone playful, formal, informative or persuasive? Give evidence., LAYOUT — How does the layout guide the visitor's attention?, CALL TO ACTION — What does each website want the visitor to do next?

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