Another main component of a company’s advertising system is the Web site. Any company wishing to set up a brand name on the market and increase sales needs to have a Web site developed by expert designers. But what is a Web site? It is an Internet space composed of a set of pages centering around an organization activities where users navigate to find information. A Web site is a way of placing a company on the internet and making it visible for a massive audience. It is also useful to offer an online catalogue of products and services marketed by a company and for e-commerce transactions.

To enjoy the benefits of online promotion and sale, you need to have a professionally designed Web site. Site development is not easy, since it implies applying a varied set of skills: graphic skills (for the site visual aspects), programming skills (for the site to work smoothly) and search engine placing optimization skills (for the sites to be placed on the first positions and be visited by lots of people). In AMERICAN-DESIGN-SERVICE.COM, we know that the only way to have a quality Web site is hiring Web professional team, since they are trained in graphic design, programming and placing. These are the experts in Web building and also in redesigning graphically outdated sites.

Experts in Web site building will know how to make a Web site that is striking, clear, and has the organization style, with colors, images, typographies and navigation items skillfully combined and, at the same time, intuitive surfing and easy download. Having this type of Web site, you will see how your online sales will surprisingly increase and how lots of potential customers contact your organization.

A site visual presentation is essential to give a company an image of reliability, professionalism and quality. An attractive site, having clear layout, relevant images, well-placed text and easily identified navigation tools will make users stay on it. On the other hand, a site developed by unskilled people will have an untidy and confusing appearance and will make users leave it immediately and get a bad impression of the company. Since graphic design is so important for a website success, we now show you the most important criteria experts take into account to design a successful site. Thus, you will better understand the design processes. Keep in mind that leaving Web development in experts’ hands is essential, because they know what graphic components to choose according to the possibilities offered by technologies and programming languages.

the Web designer begins by conducting a thorough research on the company’s features, to accurately define its values, policies, products and services and thus, he will be able to graphically express its corporate identity on the Web site. Besides, he will take into account the organization’s target public, with its socio-cultural features and preferences, so that he can choose a Web aesthetics suiting actual and potential customers.

templates are the perfect way of getting an homogeneous website, able to make surfing easier and project an image of professionalism. In this case, templates have nothing to do with pre-made Web designs. They are basic original casts the designer develops to define the visual principles organizing the site that will be present in all its pages: diagramming, number of columns, colors, type and place of navigation tools (hyperlink buttons, bar, etc.), location of the logo, header and footer shapes, backgrounds, typographies, image presentation and all the remaining components. Only after designing the templates to unify a site, it is possible to give each page a unique aspect making it special and memorable.

diagramming the pages composing a site is a central issue for it to be attractive, communicative and navigable. It is the way text and visual elements are placed. A balanced distribution and definite order must be carried out. It is proven that internet users leave those sites where components are gathered without any sense.

The basic way of diagramming a page is to divide it into three sections: header, central table for text and footer. The header must be the most striking part of a page, where the logo and essential information are shown: company’s name and services offered. It must have a revealing shape and colors catching users’ attention. It is used to quickly identify a site. Text has to be organized in paragraphs, columns, headlines and subtitles. To highlight it and get a more pleasant reading, bullets, colors and boxes can be used. The footer is the bottom part and has legal information from a company. When diagramming the site, placing hyperlink buttons that will allow users to surf the site is essential. They can be placed at the top, at the bottom or in the sides.

blank space is the space between design components. It is essential that the diagramming includes this type of spaces because they give some room for allow users to rest their eyes. The best criterion for Web design is to avoid an overload of things and thus get stripped and clean sites. Thus, text, hyperlinks, navigation bar and images stand out and can be quickly identified, making navigation easy.

colors chosen for a Web site must match corporation colors. Combining vibrant colors calling users’ attention with not vibrant colors is advisable. Once again, simplicity is the essential criterion to follow, specially on the internet, a means full of visual stimuli. Backgrounds can be white, colored or with images. White backgrounds are used because they make reading easy and highlight elements. Colored backgrounds are also advisable because they are quickly loaded, unlike image backgrounds. In order to choose a background, it is necessary to check that the text is readable once it is placed. Many times image backgrounds are striking but they make reading hard. Colored backgrounds must contrast with text color to allow for a pleasant reading (a good option, is, for example, a grey background with blue letters).

taking into account that reading from a screen is harder than on paper, due to the poor definition of the letters and excessive bright of the screen, choosing typography making readability easier is necessary. Classic typographies are the most advisable ones, not only because they are properly read but also because all users can easily download them (Helvetian, Verdana, Arial and Times, for example). One typography for texts and other for headlines and hyperlinks is enough. More typographies will only cause visual pollution.


for a site to be visually attractive, it must have striking images, but it is important that they are always related to the company and the text present. Including too many images is not advisable because the user may get distracted and confused. Besides, the more images there are, the longer it will take for the site to load, what will make users get tired and close it before seeing it. Pictures and drawings must have JPEG or GIF format to be light and have a good resolution.

nowadays, dynamic websites are the most requested because they attract the audience. They are sites having animated presentations made with Flash or JavaScript, two technologies that are very popular for animation design. A motion text or picture as a site introduction is always an effective way of attracting people. For the animations to be seen, users must have a browser able to interpret Flash or JavaScript but in general there are no problems because the most used browsers support these technologies.