WEB DESIGN

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Parameters
Communication
Visual Appeal
Utility
Engagement
Enabling Principles
 Clarity
Does the site communicate clearly and effectively with logical organization? Does the site communicate how the user can benefit from the site? Does the site meet high-quality publishing standards by being error free?
Visual Richness
Does the layout of the site look welcoming and interesting, combining graphic and text elements well? Do all the graphic elements balance well with each other rather than compete? Are graphics used effectively to increase the clarity and communication of the site?
Intuitive Interface
Is the interface clear and 
predictable?

Do users learn how to interact 
with the site without difficulty 
or frustration?

Do users successfully accomplish 
what they came to do?
User Awareness
Is it clear what types of visitors 
this site hopes to engage?

Would the site draw these 
intended visitors and succeed 
at engaging them in interaction?

Would these targeted users 
recognize immediately that 
this is a site with which they 
would benefit from interaction?
Legibilty
Is the font on the site easy to 
read?

Do headings, bulleted lists, 
numbered lists, and other 
textual components make 
the verbal content more 
graphic and thus easy to 
read and understand?

Are text formats suitable 
in terms of color contrasts, 
fonts, and density of text?
Style
Is the style of the page suitable 
for the purpose, content, and 
intended audience for the site?

Do the various stylistic elements 
of the page seem to fit together, includingcolor 
combinations, fonts,and graphic elements?

Do the various stylistic elements 
create an overall effect that is 
attractive?
Navigability
Is it immediately clear how users 
can move around the site?

Are users able to move around 
the site, forward and backward, 
without encountering barriers, 
dead ends, or other frustrations?

Are users able to make guided 
choices on the site, or are they 
forced to resort to trial and error?
User-Centered Purpose
Is the site purposeful from a user 
viewpoint (for knowledge, decision 
support, accomplishing 
tasks, interconnectedness, 
enjoyable experience)?

Is the user-centered purpose of 
the site immediately apparent 
from the entry page and forward?

Will the site invite in and 
engage visitors who arrive 
to accomplish this purpose?
Readability
Does the site provide a context 
for understanding the text, 
including familiar terms and 
phrases?

Is the site’s language vivid, 
active, and personable?

Is the reader able to follow 
the concepts being presented 
and remember them?
Unity
Does the design present a simplified, 
visually oriented way of accessing 
the site and its content?

Is an appropriate, consistent visual 
style used throughout the site 
(including buttons,colors, layout, 
typography, and the metaphor 
it might employ)?

Do visual relations and contrasts 
create pleasing effects that help 
orient visitors to the site’s 
organization?
Value
Are users able to accomplish tasks 
that are of value to them while 
visiting the site?

Will users remember the site for 
providing something of value?

Will users come back to the site 
the next time they need to 
accomplish a similar task?
Interpersonal Rapport
Would the visitor feel sufficient 
comfort, trust, understanding, 
and warmth to be drawn to 
relate to the site actively?

Would they have the sense 
that they are appreciated 
and that they have entered 
into a positive relationship?

Will this sense of relationship 
be sufficiently engaging to
bring them back?