Aesthetic and Minimalist Design

This heuristic states that your Web site should:

not offer more than is required for the user to perform a task
The more you have going on, on a Web page, the more effort the user has to put in to filter out the noise. Likewise, unneeded 'advanced' features can also make your page too confusing for new users. If you have to provide advanced features, put them on a separate page.
be aesthetically pleasing
Removing unneeded elements from your site does not mean you have to get rid of design features or visual cues that make your site attractive. Great design is a perfect combination of minimalist and aesthetically pleasing design.