EWD Chapter 2
Defining Client’s Needs
Many clients don’t know exactly what
What they ask for may not be what’s
What they want may not work well with
Who is the Audience?
You need demographics
• Level of education
• Marital status
What Technology Do They Use?
Computer (Processing speed)
Connection (dialup vs. broadband/dsl)
What is Standard Screen Size?
Source: OneStat.com, June 2005
Starting to Design
Build a Visual Site Map
• This helps make sure you and your client are
on the same page
Provides an architectural framework for your
Helps to define and narrow scope and set a
The Idea Behind Web Layout
A website is for promoting, selling and
marketing for the goal of making money!
Classic Inverted L Shape
Appeals to a large demographic.
Used with drop-down navigation.
Can be used with slide-out navigation.
Centers your content on the screen.
Classic Header, Content, Footer
Allow for graphic and text based navs.
Popular with “stretching” web pages.
No Interface, Just White Space
A vignette style. Lots of unused real estate.
Full Design, No White Space
No real estate left untouched!
Like a wide screen movie.
Classic Black w/Green or Red Text
Use with caution.
Other, Unconventional Styles
Freeform…left to your imagination.
Principles of Web Design
Emphasis: The most important element on
the page should be the most prominent.
What is the message you are trying to convey?
What elements communicate that message best?
Am I trying to convey more than one message?
What visual element is the most appealing?
Remove elements that don’t support your message.
Methods of Emphasis
Bold, Italic, Underline
Use of shapes
Use of Borders
Use of white space
We will use just about all of these in our first project!!
Methods of Emphasis: Example
Methods of Contrast
Special effects (shadows, glows, etc)
Methods of Contrast: Example
Sense of Balance
Arrangement, Repetition, Visual Direction
Align your page elements!
Repeat: stick with the same navigation,
colors, logo on every page, retain the
same layout throughout the site, etc
Visual direction: lead the user’s eye
across the page, fluidly, and through the
most important elements
Visual Direction: Example