For people in this ever growing field i.e. web designing,
there are countless technologies and psychological principles to consider. Someone who has studied web design exclusively for years may be able to have some perspective on a great many, but to master all of them is simply impossible for any one person. But a painstaking survey of the current trends and the leaders of the industry shows that there are 3 essential principles that are crucial to the marketplace today.
Multimedia: Whether your site uses Flash, Java, or simply an embedded YouTube player, text and images are no longer enough. People have become quite accustomed to constant stimulation and distraction in today's world, so if you want to have any chance of keeping their attention, something somewhere has to move or make noise.
Interactivity: Hand in hand with moving and making noise is the ability to respond to user actions. The web was once like a giant newspaper with millions of sections; the only input the casual user had was choosing which page to turn to next. Early on, any kind of real time response to user actions was a huge advantage, and when it caught on, everyone wanted to get involved. This can be accomplished through JavaScript, Flash, Java (distinct from JavaScript), and a few simple things even with just HTML.
Segmentation: The human mind can only keep track of so many things at once. The information included on any one page has to have some end in sight for people to feel motivated to try to absorb it. Too long, and any important points will be lost in the mess of words; too short, and people will absorb all the info before it's even finished loading. Consider just how much you need to include on each page before linking to something else.
While learning all the advanced technologies essential to web design, keep in mind these general principles and you'll never lose touch with users' interests.
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