Continuity Continuity is what users describe as a seamless look and feel across all of the documents on a Web site. A good example in the real world are franchise fast food stores. The same holds true with a Web site. As users click from one page to another, they feel comfortable when every page is laid out exactly the same, using the same fonts, colors, paragraph styles and graphics. This is a major consideration.
Excessive graphics can kill a Web site faster than anything.
It's important to use small graphic files that don't clog up the bandwidth, yet strategically place them to achieve effect. The same graphics are used on all pages throughout the site so the browser only has to download it once. From then on, it simply recalls the graphic from its cache, speeding up the download considerably. Fancy Internet toys such as MIDI, audio, video, etc. can also clog up a Web site. We try to avoid these unless we're designing an Intranet solution, in which case the LAN has the capability of carrying the necessary bandwidth.