Use text, colors and images appropriately in a web site
Design your page for the appropriate audience
Use good composition techniques and place content where it is expected to be
Web Page Design Basics
Typography: the art or process of printing with type and the general character and appearance of printed matter. The study of typography includes typefaces, size, line spacing, and letter spacing. In web design, there are recommendations for how to use type on a page and the different feelings/moods that certain typefaces can evoke. Included in typography is the difference between serif and sans-serif fonts. It is recommended that no more than three fonts be used within a site. Google fonts offer pairs of fonts that go together.
Images: “A picture is worth a thousand words.” Images are an important part of any web page. They help to show the user at a glance, what the page is about and can be used to draw them in. At the same time, the wrong images and/or placement of images can send a user running. Image use, including cropping, selecting, and bordering, can make or break a web site. Also, it is important to understand the differences of the various file formats that are valid on the web.
Composition/Layout: Studies have shown how users read a web page vs how they read a magazine. With this in mind, there are prime real estate locations on a web page and standards for where content should be placed. Composition includes the basic parts of a web page, balance, good design, and emphasis.
Color: Color theory is the basis of most graphic design. The study of color theory involves the color wheel, color temperatures, and how colors relate to each other. In web design, we focus on creating a palette, the psychology of color and creating a cohesive design with the images on a page. There are a variety of color tools that are available to developers to help
Readability: Websites are designed to share information. If a site is not readable, users will not stay. Active whitespace, passive whitespace and grids all help to improve the readability of a web page/site. Typically, sites are designed with a grid behind them to keep information organized and readable. A standard width of 960 is helpful when designing for a variety of reasons.
Audience: It is important to design a site for the intended audience. A site designed for kids should appeal to kids, not be too far above their heads. Conversely, childish sites designed for adults can cause a lack of interest as well. Learning to define an audience and design with that audience in mind can be a tricky skill, but can make or break the success of your site.