1. Easy To Follow Menus
Some sites have multiple menus. Depending upon how the site is built, you may not even notice a menu. Menu items above the logo and header graphics often go unnoticed. This is called banner blindness. Important menu items should not be put there.
On some sites there is not a link back to the home page from pages down in the site. The user gets lost in the site. They should be able to navigate around the site without using the back button.
The user needs to have an intuitive menu to get a sense of where they are in a virtual space. The main navigation menu items should appear on every page. For sites with complex hierarchical menu choices, a breadcrumb trail at the top of the content section will help the user understand where they are.
2. Easy To Read Design
High contrast, dark text on white background, while uninteresting, is still the easiest for most people to read. If your site is content-intensive and you want people to actually read it, you should make sure the font size is big enough. We recommend at least 10 point font. Smaller fonts cause eye strain.
3. Make Use of The Words You Use
As the Web is different from print, it’s necessary to adjust the writing style to users’ preferences and browsing habits. Promotional writing won’t be read. Long text blocks without images and keywords marked in bold or italics will be skipped. Exaggerated language will be ignored.
Talk business. Avoid cute or clever names, marketing-induced names, company-specific names, and unfamiliar technical names. For instance, if you describe a service and want users to create an account, “sign up” is better than “start now!” which is again better than “explore our services”.
4. Keep It Simple
The “keep it simple”-principle (KIS) should be the primary goal of site design. Users are rarely on a site to enjoy the design; furthermore, in most cases they are looking for the information despite the design. Strive for simplicity instead of complexity.
5. Don't Be Afraid To Use White Space
Actually it’s really hard to overestimate the importance of white space. Not only does it help to reduce the cognitive load for the visitors, but it makes it possible to perceive the information presented on the screen. When a new visitor approaches a design layout, the first thing he/she tries to do is to scan the page and divide the content area into digestible pieces of information.
Complex structures are harder to read, scan, analyze and work with. If you have the choice between separating two design segments by a visible line or by some white space, it’s usually better to use the white space solution.