Instead of starting at the top and reading downwards, most people have learnt that they get better results by scanning over the page, looking for certain clues.
A lot of designers think that web design is about the interface, and that content is what's added on later.
Designing for the content should be the designer's problem and focus, because content is the key to success.
Remember the purpose of design: To enable communication between the consumer and the content.
They're impatient - they tend to click the first promising link, and often don't wait for pages to finish loading
They don't like to read, scanning text quickly for clues.
You can't always be sure what route a user has taken to get to your web page.
What you should do:
Provide enough information on each page to make it clear what the site is about,
where you are in the site, what's on the page, what is elsewhere and how to get
what you want.
Elements are more distinguishable when they:
Simple, conventional, recognisable layouts that you know work will be more likely to work for your users than complicated, innovative designs.
Headlines, subheads, body copy point size, pictures, colours - all are used to 'signpost' the route the good designer wants the reader to take through the material placed before him.
Everything that goes into your web site must have a purpose.
Every single element and decision must help users achieve their goals and support the site's goals.
If you want to go to a web site's home page, you'll look first at the top-left of the screen for a logo or a button with the word "Home" on it. No-one told you to do this, you've learnt from experience.
If you see A set of | Words | Separated by | Little vertical lines at the bottom of a web page, you assume that they are a set of general links within the web site you're on. The only reason that should be the case is that you've learnt the convention from other sites.
Your web site can be both visually appealing and easy to use.
In fact, your web site should be both appealing and functionally powerful!