Good web site design will: Create the 'look and feel' Convey a clear message Identify who, what and where Help the eye navigate Highlight information Illustrate ideas Create a good impression

The principals of good web design are the same as those for print and other media. Only the execution is different. The next time you are browsing the web or flipping through a magazine, take time to notice your own reaction to the layout. What captures your attention? What do you find difficult to "see?" Do you like the overall look? What do you think about the individual components? What impression does it give you about the company or product?

It is important when designing a web site to know what your goal for the site is. Do you want to attract new customers? Are you hoping to help customers with frequently asked questions? Do you want to use the site to distribute information that would otherwise be handled by an employee over the phone?

These are just some of the areas to think about when you start to plan your web site. Having a general idea of what you think you may want on your web site in the future is also helpful, and overall design should be fitted into sound site architecture that allows for expansion.

Evaluate the work the web designer has done for other clients. Most web designers have samples of their work on-line. If not, ask the designer for the URLs for sites they have completed. Take the time to look through the sites.

Some important questions to keep in mind:

• Are all the sites the same?
• How does the design fit into the overall purpose of the site?
• Does the design get in the way?
• Are the images and graphics crisp and clear?
• Does the navigation system work?

The client is an important element of the web design process. Clients do 'know' the look and feel that they want; they just may not have the tools to express it. It is the web designer's job to ask the questions that will help her translate the client's ideas to the web. Set aside time to talk with the designer without distraction about your ideas.

Evaluating Web Design

When evaluating the design, look at the individual components as well as the overall effect.

Do not forget the font. Evaluate readability. What feeling do you get from the font? Calm? Fussy? Bold?

Color plays an important role in web design. It can set the mood or highlight an important point. It will help an organization communicate with its audience. It helps the end user navigate the page, identify important information and move about the site.

If you're having trouble with color, turn to your surroundings. What colors did you choose? Evaluating the colors that are in your surroundings can often help you establish what you like.

Limit color. Too many colors can be distracting and busy. Your message will get lost.

Play with shade. You may love the color, but is it working in the design? Try going two shades lighter or a bit darker. Or try changing the accent color; this can affect how the primary color looks.

When picking a color, it is important to see it on-line. Evaluate it on several different computers.

The web is a visual media -- images and graphics play an important role in getting your message across.

You web site should be a blend of text and images. All images and graphics should be optimized for the web.

Many web designers use stock images -- a cost effective solution for business. Stock images can stand alone or be incorporated into a graphic. Be sure you fully understand the cost and the restrictions for stock image use.

Good Design Takes Time

Designing a web site takes time. The web designer will need anywhere from two weeks to a few month to come up with sample design. The designer should give you several different samples to view. Take your time and look at the overall effect and the individual components. Work with your designer to get just the 'look and feel' you had in mind. You truly will know it when you see it.

Still not sure? Ask for help. Talk with the designer, employees, or family members. Step away from the process for a few days and then go back and take a look. What do you think now?