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When you surf the web and open a website, the goal of the web designer is to grab the viewer's attention, but more importantly grab the viewer's interest as well. Of course, the subject matter of the website varies as with the number of stars in the sky. With so many different varieties of subjects, a different ambience is also conveyed for each subject.
Efficient Websites - I am certain we have all clicked onto a site and felt immediately at home with it and easily able to navigate to find the information we are seeking. Or, perhaps we have clicked onto a site and found the design and color very appealing. Both of these situations are positive in respect to effective website design, but only if the four above criteria are met. If the user feels immediately comfortable with your site, they are more likely to stay, and also revisit your site.
Cluttered Websites - I am also certain we have clicked onto a site that felt too busy, with a design that does not allow the eye to focus on anything but the fact that the site is, well, overwhelming. There may be too many items crammed onto the Home Page and the user, seeing all of this information bombarding them at the same time, simply doesn't want to take the time to sort it all out. Perhaps, too, the colors are too varied, or with no rhyme or reason, and it feels chaotic to the user. This person is not likely to stay on this site, let alone come back to it in the future.
Here is an example of a cluttered website. (NOTE: I use this website as an example and do not imply that the content is lacking in any way.)
Surfing the Web - Think for a moment about the word "surfing". To sum up the definition of the word surf is to skim the surface, or to move along the top. A person surfing the web is looking for something specific, but generally does not want to delve too deeply until finding a site or link that makes this possible in an understandable, clear way.
White Space - To sum up, make your Home Page inviting and uncomplicated. Make it attractive to the eye. The use of white space is key to keeping your page navigable for a wide variety of users.
Learn more about the use of white space in web design.
Summary:
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"Design is not just what it looks like and feels like. Design is how it works."
Steve Jobs