WebResults Guide to Web Site Design: Site Design Principles

Here are some guidelines to consider when designing your site:

The design should focus on achieving the results you defined for your site in your Web Plan
New Web tools and techniques should be used only to the extent that they enhance your ability to achieve your objectives, not just because they are cool or fun
Design should be consistent within your site, so that visitors have the sense they are in one place
Site design should be consistent with your branding, look and feel in other media, (although you may want to take some latitude based on the nature of the Web and specific target audiences for your Web site)
Navigation is critical: it's important that individuals know where they are on your Web site and how to get around. (For big sites, a site map or explanation of your navigation tools may be helpful.)
Keep the time it takes visitors to download your pages to an absolute minimum, using only graphics and multimedia necessary to achieving your results
Keep your target audiences in mind and design based on their needs, values and taste.

Of course, many of the best designs break the "rules," but it helps to know what the rules are and what you are trying to achieve by breaking them.