Every graphic design has a visual logic. The logic is to balance aesthetics and information. A web page that has just information and no visual appeal will lose out to one that has a balance between appeal and information. Conversely, a visually appealing page that creates a maze may lose to a plain page that is properly organized. For any web page to look good a balance is needed between visual logic, graphics and page design.
This can be achieved by keeping the following points in mind:
1. Visual hierarchy: Visual hierarchy is nothing but the path along which you want to guide your reader’s eye as he glances through the page. This would be determined by the order of importance and logic. Typography, illustration and colour build up this hierarchy. 2. Contrast is essential: It is important to break the monotony of the page. You may use a bright colour, but use it throughout without imagination and you could well have defeated the purpose. Excess can be as monotonous as thrift. The idea is to use contrasting elements to good effect.
3. Consistency: Consistency in design is essential. It creates harmony and gives the reader a rhythm. Create a basic layout grid and then use it consistently across your pages. Play with elements within the grid to avoid monotony but keep the basic grammar intact. Remember being consistent does not mean being monotonous. 4. Page dimensions: A computer screen in the final analysis is your web page. And a web page is very different from a page in a book. You cannot design a web page like you would design a print page. A common mistake designers make is to spread the graphic beyond the width of the visible screen.
5. Scrolling: Very long web pages, however well laid out, can be a nuisance. Sometimes just a small movement of the scroll bar can cause a big jump causing the reader to lose large chunks of information. The reader is left with no choice but to use the side arrow key to crawl down bit by bit. Position jump to top buttons and provide plenty of navigation buttons along the way. 6. Content and page length: Keep related content on a single page. If there is a lot of detailed text, host it separately on a separate page. You can even consider making this content downloadable.
Finally, keep in mind that you need to design something that not only looks good but makes the user feel good about the site too.