4.1.2 Design

The first task of a web site is to meet the needs of the customer. The customer wants to be informed, be entertained, or buy something. To ensure that as much as possible, the site must convey its content clearly (Where am I? What is this page about? Where have I been? Where can I go?). The aim is a maximum of a depth of processing, a strong memory on the content. The operation should be facilitated by standards, such as a fixed layout or a fixed terminology. Through the activation of already learned procedures an intuitive operating is possible. For example users have learned that the menu of a web page is on the left hand side. If a user finds the menu on the right hand side he is confused and probably leaves the page. There is very little space for creativity. The information has to be presented in a clear way by using standards.

There are other important usability factors with have to be considered to make the visit of the web page as pleasant as possible:

• Use only 4 colours for the design
• Use quiet colours (only signal colours for an eye catcher)
• Use clearly defined headlines
• Use less text than in a magazine
• Do not use too small letters because of people with failing eyesight
• Mark important words for users scanning the web page
• Use a contrast between the background and the text
• Use letters without serifs
• Use static text without blinking
• Do not use capitals for whole words

Considering all these points are the bases of a successful online marketing project. The web page is the connection where a marketer meets the customer (Gay et al., 2007, p.282-287).

Max Adler Salzhemmendorf Webdesign

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