How to find art direction in projects?

Actually, your design isn't bad, but it could be improved by following design rules such as margins, sizes, and more. I recommend starting by learning design principles and regularly visiting the website Dribbble. Analyze the designs there and learn from them. It's perfectly fine to draw inspiration from them. Additionally, I suggest checking out the YouTube channel "Developer Filip" for website reviews, and there are other channels available for that purpose as well. Don't forget to explore the websites and apps of big companies to observe how they effectively mix colors and design their user interfaces, as they have professional designers.

Hey there 👋

Writing you as a product designer with 20 years of experience in the field.
I do agree with the comments here.

You can improve your typography, grid, layout. I remember my early days, it was intense looking at a blank canvas and trying to suddenly see how it will look like in the end and try to jump to the end right away. But between the start and the end there is tens of iterations which actually makes the end product.

The above the fold area of your site definitely needs improvement. The structure of that headline does not look good in any breakpoint, is not good for seo as well. (you have multiple h1 consist of single words)

Try to isolate and design things individually. For instance take a button and just make your button look good alone it self. Imagine your task is to just design a good looking button with all its different states. How does it look when its disabled, how does it look when there is a prepended icon next to the label, how does it look on mobile, colours, hovers, responsiveness, negative space, interaction etc.

I believe one doesn't necessarily design the final look of a thing, but design the individual elements that makes up the bigger picture. If elements are designed well, putting them together in an obvious grid will already notch things up quite a bit.

As mentioned in previous comments, look up examples where your content structure also matches, how they used layout to structure their content, don't copy it 1:1 but try to see the details. I think user interface design is hugely driven by attention to detail and interaction design. At this point I would say you don't necessarily need an interaction design approach that much, just try to make it look decent and polished.

I see you pointed out Art Direction, I'd say this should be more on the general look and feel of the visuals, consistency, concept and how does that match and play along with the message you are trying to convey..

Good luck!

In my opinion your website design is not that bad, but I think your website have some structure problems as some of the text overlaps behind designs. still if you want to improve your art direction in UI design, consider the following steps:

Understand color theory, typography, layout, and visual hierarchy.

Explore design platforms like Dribbble and Behance for ideas and insights from experienced designers.

Engage in regular design challenges to enhance your skills.

Share your work with other designers or join design communities for constructive critiques.

Enroll in UI design courses on platforms like Udemy, Coursera, or Skillshare.

Connect with experienced designers through communities, meetups, or mentorship opportunities.

hope it will help u...