websites with a global user-base should adapt their website’s design to the country a user is accessing from, because:
People’s ideas of how beautiful a website varies based on their demographic background, such as gender, education, and country of origin.
These perceptions of appeal are important, as they impact user trust and intention to use a website (such as intent to purchase).
A website’s “visual complexity” or level of clutter and information on a page, is one of the most important predictive factors of people’s perceptions of a website’s beauty, along with colorfulness.