Provide Useful Content

Provide useful and usable content that supports the Web site goal on each page. Providing easy access and good usability to the wrong content introduces a problem.

Reduce Unused Space

Reduce the amount of unused space on pages used for scanning and searching. On pages that are primarily links or categories, like a home page, the greater the density, the faster the scanning. "Density" is defined as the percent of the screen filled with categories and text. Density has no impact on user accuracy or preference. On content/text pages, using some white space to separate paragraphs and ideas is important. As a rule, use less white space than you would on paper.

Establish a Level of Importance

Establish a high-to-low level of importance for each category and carry out this approach throughout the entire Web site. Important categories should appear higher on the page so users can locate them quickly.

Align Page Elements

Align (vertically and horizontally) information, and items on a page, window, or screen. Users prefer rows and columns on page to be aligned and, as a result are better able to read text.

Be Consistent

Place logos, recurring text, buttons, and graphics in a consistent position on all pages. Users tend to learn and remember locations of information, functions, and controls.