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Leaving an Impression Through Your Design
Bad Design
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This design does not reflect its content in any way.
You would need to read the entire abstract in order to understand what the page is about. It fails to give you an impression and lacks style.
This makes your viewers more prone to assume that the content is not credible.
Good Design
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With the introduction of color, imagery and specific fonts, the design becomes more reflective. Notice that these changes are directly influenced by the content itself. The corporate blue color and the image of a keyboard give you a feel of what is being said. A good design will give you the general idea being conveyed, even if the page was written in a foreign language. Although the design below is very predictable and plain, it definitely looks like something you would expect to see on the W3C web site. For those of you who have been living under a rock: "W3C is the international industry consortium that develops common protocols and promotes the evolution and interoperability of the World Wide Web".
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Tips
Typography