My experience to date has given me these insights into designing today for the Web:
1   Web sites must communicate with imagination and clarity. Designers must approach the Web with an informed sensitivity.
2  The Web demands economy: smaller downloads, fewer click-throughs for the user, fewer redraws of the screen. Sites that require plug-ins or special browser settings often create delays.
3   Sites that quickly demonstrate how content is organized have the advantage. Visual clues and concise, targeted writing attract and hold the user's attention.