A view represents one way in which a Web site can be explored. As viewers visiting a Web site may have totally different agendas, the design of a Web site should provide customized views for its visitors. This design would speed up the process of constructing a mental model about the Web site structure. The organization style of a Web site refers to the way information is presented to the viewers. Commonly used metaphors include book, room, store front, ticket counter, etc.
Appropriate metaphors help viewers switch to a correct mental setting and set correct expectation.
Consequently, the degree of comprehension of the Web site is increased. It is defined as the number of screen scrolling required to browse a document from the beginning to the end of a Web page. It is known that the mental effort to process a large chunk of information is larger than that to process a small chunk of information. Dividing Web pages into appropriate size would increase the readability of the pages. It looks at typographical features of Web pages, such as background images, text color, fonts, and inline images.