A user who parachutes deep into a site from a search engine or another site should be able to understand the context and subject immediately . The site's name and graphic identifiers should appear on every page. Sites should expect users from a many cultural and linguistic backgrounds . If the audience is multilingual, the site should be multilingual as well. Good web content does not call attention to web structure.
Users come to the site with a mental library of population stereotypes .
The site's affordances should be clear and simple. If it's a text link, make it blue and underline it. If it looks like a button, it had better be a button and not a nonfunctional decorative element. With software such as Outlook or Word, users may have no choice but to learn the application's quirky, confusing visual language. On the Web, they have a choice.