Information Designer's Tool Kit Story structures help tell the story. Here are four basic story structures that Garcia recommends. Typography gives a medium its identity. San serif and serif type work equally well on the Web. Make sure that the type is appropriate for the content.
Architecture allows for a grid to organize content within a given space.
Reading patterns differ for print and on-screen users. People scan newspapers from the left diagonally and Web users scan the online page from left to right. With this in mind it, is logical that the most common grids place navigational information on the left and right sides or the Web screen. Color palettes gives sites a sense of identity. The classic color palette depends on very subtle colors to convey sophistication and tranquility.