Do users know to whom the site belongs? Does each screen embody the qualities of the brand?

Are imagery, color, page grid, and typography used consistently from screen to screen?

Are users given visual cues that enable them to understand where to go and what to do next? Are buttons, links, and other directional indicators easily identifiable and consistently applied?

If a specific concept or metaphor is used within the site, are color, type, and imagery used effectively to support that concept? Is the metaphor carried through the site appropriately?