The planning board, in reviewing the appropriateness of the site design and exterior architectural features, shall keep in mind the purposes set forth in subsection 12-10A.1, above, and the Hopewell Borough Design Standards as listed in the Visual Design Plan of the 2007 Hopewell Borough Master Plan, and shall consider among other things the general compatibility of exterior design, arrangement, texture and material of the building or structure in question and the relation of such factors to similar features of buildings and structures in the immediate surroundings, the position of such buildings or structures in relation to the street or public way and to other buildings and structures, and any other factor, including aesthetics, which it deems pertinent.