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There are two distinct but related aspects of a website’s design that must be held in balance: creative design and information design.
Creative design
This is the look and feel you want to achieve for your site, and it needs to be appropriate to the nature of your business and your target audience.
For example, if you are creating a site for a fashion business aimed at a female audience, you should orientate the use of colour and imagery accordingly. Compare, for example, the soft tones and creative imagery of the Newstyle Furniture showroom with the practical layout and functional imagery of the KB Catering online store.
Information design
This is the way you design the text, headings, links, and navigation bars which in turn determines the usability and accessibility of your site.
Key factors to achieve are consistency and legibility - you must create clear signposts to the different parts of your site to encourage users to explore beyond the home page.
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