The fundamental organizing principle in Web site design is meeting users' needs.
Concepts about structuring information today stem largely from the organization of printed books and periodicals and the library indexing and catalog systems that developed around printed information.
World Wide Web pages differ from books and other documents in one crucial respect: hypertext links allow users to access a single Web page with no preamble. For this reason Web pages need to be more independent than pages in a book. For example, the headers and footers of Web pages should be more informative and elaborate than those on printed pages.
The goal is to provide for the needs of all your potential users
The primary task of graphic design is to create a strong, consistent visual hierarchy in which important elements are emphasized and content is organized logically and predictably.
Graphic design is visual information management, using the tools of page layout, typography, and illustration to lead the reader's eye through the page. Readers first see pages as large masses of shape and color, with foreground elements contrasting against the background field. Secondarily they begin to pick out specific information, first from graphics if they are present, and only then do they start parsing the harder medium of text and begin to read individual words and phrases:
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ustom Website Designing

On the drawing board our graphic designer works on home page design keeping PM’s brief. And following internally created basic designing principles :
Purpose ;
every design element should support site goals and as much possible help visitors to achieve their goal.
Simple design & easy navigation ;
No no to over designing.
Flow ;
  Carrying visitor's through the document in a way that all the important elements receive prominence.  
We curb the inherent tendency of designers to “design for beauty”, rather we go for “design for function & purpose”. We strive to create appealing and usable/functional website.
At this point mockups are created and presented to the client. The selected design is then worked on for variety of color combinations, font sizes & types, buttons, icons for client’s final pick. However, we are open to suggestions and will do minor revisions, if required.
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