Clarity and Organization are the most important elements of a successful web site, and they go hand in hand.

People don't like to read long paragraphs of text online, so the information on a site should be as direct and concise as possible. It should be broken up into smaller chunks, which are easier to skim.

The information and link structure of a site must be meaningful to the user. Many sites are organized from the point of view of the company, which leaves visitors confused and frustrated.

It is vital to keep graphic elements simple, otherwise they detract from or interfere with the content. Communication is more important than bells and whistles.

If designed with this philosophy in mind, your site will provide visitors with a comfortable and refreshing experience.