Be Simple Strive for clear and simple design. Use visual consistency to fuse pages into a single publication that combines to form a frame of reference. But user convenience comes at the cost of variety and screen space. Metaphor takes the real world's system of subtle symbols and builds consistency into your site, and can orient users quickly. But don't be a slave to metaphor, use it wisely to shape and clarify your pages.
Simplicity is key on the Web.
Take control of content and boil its presentation down to essential elements in a subtle visual context. Users commit by clicking. Home page should pop onto the screen. Compress your visual message with small graphics, short descriptive text, sparing use of multimedia. Don't try to tell everyone everything at once.