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It is impossible to appeal to every visitor’s individual taste, but it is possible to create a site that reflects
company’s image and elicits a positive response from viewers. Good layout, colour, style and font type can influence
site user’s assumptions about
company, or its products and services.
Businesses must understand their demographic and appeal to that visual sensibility. Too often companies are convinced by design firms try to be something they aren’t. Why an accounting firm would need a Flash intro is beyond me. Invest in simple, clean design that reflects
spirit and guiding principles of
company.
Site attractiveness also aids navigation and usability as well as adding to
enjoyment and overall site experience for
user. One of
main reasons that a user will leave a site quickly is not being able to find relevant content. When
aesthetics are good,
navigation buttons are easy to read, clearly labeled and, lastly, quickly found and identified.
Aesthetics are not frivolous or wasteful. To ensure a successful site, companies must not only consider
nuts and bolts of
technical side of
site, but
visual appeal that
site holds for
user. A well-designed site will be cost-effective as it will last longer, create value for
client and help market
company in
most professional way. Good design aesthetics add tangible benefits such as improved client response to
Web site and a memorable and solid company image.

A. Charlotte Riley has worked as an Internet editor, content producer, marketing writer and researcher. She has a BFA from Concordia University, majoring in Photography. In her spare time she can be found cooking, working on crossword puzzles or hanging out with her daughter, Kate. Visit: http://www.acriley.com