Defining the experience defines the design. Good interface respects human intelligence and faculties without getting in the way of understanding. Poor interface reminds people they are working with a machine. Allow the user as much control of the environment as possible. Consistency Effective sites are both consistent within themselves and consistent with one another.
People are more likely to take risks and explore if they are comfortable and can rely on the design.
Use consistent terminology to links Only make a document as long as it needs to be. Provide a clear, consistent navigation structure.