principles of good web design

contrast

• control where a reader's eye goes
• select primary and secondary focal points
• use bold, size, italics, color rhetorically
• contrasts in color should be reassuring and attractive, not jarring

repetition

• repetition of color, fonts, images, within a page and from page-to-page ties a site together
• the combination of repetition and variation creates sophistication without confusion .
• use consistent file and link names throughout

alignment

• choose one alignment and stick to it
• avoid centering
• move elements away from the edge of the screen

proximity

• consider the relationship of elements
• don't spread elements around to "fill" the page; "white" space is okay

usability

• pages appear differently in different browsers and on different machines; whenever possible, test pages accordingly
• monitor resolution affects how your page looks
• fonts differ from machine to machine
• site maps are our friends
• dark background colors don't print
• frames are problematic