At the outset, web design, like any visual functional design, is about controlling the “flow of the eyes.”  In the long run, web design is about capturing the ongoing interest, if not soul, of a significant many who visit the website.  Period.

The WebCommons philosophy about web design is actually rather straightforward…

A website must focus visitors on your message and it must not do anything… ANYTHING, whether intentional or not, to distract visitors from that message.

Websites should have no shiny objects unless those shiny objects convey a key message or sell something.  Shiny Object Syndrome must always be avoided. Style should be pleasing, but not engrossing.

Website visitors shouldn’t even have to think about navigation.  It should be OBVIOUS.

The focus of website functionality must almost always be convenience and the expediting of usually mundane tasks.  Otherwise, function risks overwhelming,  obstructing, or annoying the visitor.

Websites must be perceived as straightforward.  Complications scare away people.  Obtuse features and fancy, erudite graphic design is complicated.  Visitors don’t read minds, and you shouldn’t force them to.

A website cannot act like it is better than its targeted audience.  It must be modest.

If a website seems sluggish to more than a small subset of visitors, it may as well not exist.  Performance is CRITICAL.

In the final analysis…

Website Health =
Eye Control + Obvious Navigation + Convenience Functions + Simplicity
+ Modesty + Performance + Coherent Style – Nonsense