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The information that your visitors are looking for is going to be harder to find if it's surrounded by clutter. Simple design doesn't mean boring. What I mean by this is that all elements of the page should be helping to tell the story, and if they don't help you should get rid of them. Let's use some examples to illustrate what I mean. Let's look at Graphical Elements of the site. Site Decoration should help set the scene for what the site is about. A lawn care site showing neatly mowing turf for example, or a florist site showing flower arrangements. So the visitors can tell at a glance that they are in the right place.
Images you use should help to explain your content. Inane, happy, smiley people don't give visitors any clue as to what your site is about. Also adverts should be relevant for things that readers are likely to care about. Let's talk about the textual elements of the site. Cutting the amount of text in the page helps to be more concise. In my experience it's normally possible to cut it by 50% compared to what you might have in a print based layout. You also need to find fonts which are legible on the screen. We'll discuss that in more detail later in the course. Simplifying is hard. As the site creator you probably were responsible for putting those things in there in the first place, but be brave, think like your users and go through your site asking whether each element is helping or hindering your visitors.
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