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The most engaging books for me are those with excellent writing. On a side note, I also prefer books that "get out of my way"; that don't have fiddly formatting that might go wrong on my ereader, or try to override my preferred settings. (Yes, I know how to override these bad design choices myself, but I'd prefer not to have to).
Stick to an unobtrusive but well-designed chapter sink graphic and/or scene break ornament if you want to make your book's formatting "original". An example is the cute little Aeslin mice graphic in Seanan McGuire's Incryptid books.
The best thing you can do for your book, apart from excellent writing and professional editing of course, is invest in a good cover.
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