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Online users have learned to scan quickly through information to find what they are interested in.   Any web site that wants to capture this audience must include a web design that is optimized for the way these users process and navigate through information.   Your website should be optimized for the way we read and navigate through information online.
Broadband World?
Many web designers live in a world of broadband connections.   However, only 10 percent of the Internet market uses broadband.   The hard reality of online promotion and sales is that most consumers access the web by dial-up.   7-8 seconds of dial-up download time is what we have to grab the user's attention.   Excellent examples of sites which do this are Amazon and Yahoo.
Web Designer's Challenge
The designer's challenge is to develop a great look-and-feel within these constraints.   Other important aspects are:
  • Is there a single focus, does the message come across clearly?
  • Does the page inspire trust and build rapport?
  • Is there a professional look and feel?
  • Does the layout reflect knowledge of eye scanning patterns?
All of these aspects must be correctly balanced, while always making sure that your site works hard to make the user experience attractive, easy and worthwhile.