6. Avoid Long, Scrolling Pages
Sites overdo page length on both sides of the issue. Some sites make visitors scroll through endless
reams of announcements, news items, articles, and more—all on a single page. The solution is to
break things up. As a general rule, design with one item or concept per page. Provide a menu to
related pages. On the other hand, don’t break things up too much. Some experts contend that Web
pages shouldn’t be any longer than one screen length. As a result, many Web sites force readers to hit
a Next button and wait for a new page to load before they can continue reading a relatively short
article. If the content on a single page takes up only two or three screens, it’s easier to do a little
scrolling than to keep hyperlinking to more pages.
7. Use Simple, Clean Layouts
Basic is better when it comes to Web site design. That doesn’t mean your site has to be boring. Your
goal is to keep your pages clutter free, using lots of white space to allow visual breathing room. Have
fun with your page layout; but make sure every design choice you make helps you communicate
your brand identity.
8. Keep a Consistent Theme Throughout
Most designers start by creating the home page, since that’s the page most people see first. That’s a
smart move as long as you carry the home page’s look and feel throughout the rest of your site.
Wherever the navigation menu is positioned on your home page, make sure the menu is in that same
spot on every other page. If you use a fuchsia-colored border under the logo on one page, use fuchsia
on all pages. Got it?
9. Think Big—Type, That Is
Along with creating a simple, clean design, you also want a site that is easy to read. Don’t make
surfers squint to absorb your information. Make it as easy as possible for people to get the details
they want. Avoid putting small text on colored or busy backgrounds.
10. Use Color Tastefully and Sparingly
Color is a funny thing. Used properly, color can have a good impact. Used irresponsibly, it can look
ugly, scream “amateur site, run for your life,” and cause thousands to get queasy instantly. Make sure
your Web site color choices lean more toward the former.
