Graphics
• The size of the graphics on the website should be limited to 10-12kb per image. Huge images slow down the load pace of a page and slow pages are the primary cause that annoy visitors and make them leave. Its better to optimize the images and stay safe.
• Only graphics that complements the content of the website should be added onto the page. Any other unnecessary image will just distract the visitor and make the page look chaotic. The only exception to this rule may be in case of “design” images. These photos or graphics help make up the design of the web page and don’t illustrate the content unreasonably
• Its best to completely avoid using images that blink or move around or flash across the page. Even if it needs to be present on the page, their use should be minimal. It has also been found by many researches and studies that flashing images tend to distract and annoy people.
Layout
• The layout of the website should be simple and standard. The most popular form on the internet is the 3-column layout because of the ease in reading and scrolling. The information is arranged in a neat and compact manner. Even the frames should maintain some consistency. Using more than one frame would just confuse the reader and nothing else.
• Whitespace is a basic function of the layout apart from being a CSS property. The whitespace in a particular page should go well with the content that it carries and not hamper its visibility in any way.
• The graphics can be used as an important element in the webpage layout. They can communicate important messages across to the readers when words are incapable. An image of a product is absolutely necessary to let the visitors see it, apart from a descriptive content about the same
Fonts
• The content of the website should ideally use the Serif fonts for headlines and Sans-Serif fonts for other textual matters. They are comparatively much easier to read on the computer monitors than any other fonts because the screen resolution is pretty compatible with them. If the serif fonts are used for normal text, they tend to blur together on the screen making it hard to read. A printer friendly page should use the opposite fonts for a neat look i.e. serif for headlines and sans-serif for text.
• A professional website does not have more than 2 or maximum 3 standard font families. Changing the fonts over and over in a bid to be more creative just lends an amateurish look to the website.
• The standard font families like Veranda, Geneva, Arial and Helvetica should be used ideally. Though they may look boring, they ensure that the pages look better and presentable and the designs appear correct on all browsers.
Advertising
• The number of advertisements on the website should be strictly limited and not over overwhelm the content altogether. It should be kept in mind that the reader comes to the site to seek information and not to read ads. It is important to make money by posting ads, but if the ads are the very reason that drives people away, then it is a total loss.
• The advertisements should be kept small, simple and relevant. If the content of the page is significant, there is more probability of the ads being clicked by the users.
User-Friendliness
• The web page should be tested on multiple browsers. Web pages that work only on modern browsers are completely useless because then it loses out on a large audience. Unless the website is meant for a corporate intranet or a kiosk where there is a fixed browser version, there will be a problem for people who are not able to view the pages.
• The website should also be compatible with most of the operating system. A web page that works in IE5.0 for Windows would not work in IE5.0 for Macintosh.
• The content of the website should cater to a large audience and should contain topics and information that they desire. Unless the website gives the readers what they are searching for, there is no reason for them to visit your website.