Keep it simple. Serve your clients. Focus on what works. Every Second Counts Y our identity should be consistent with other media. Pictures and colors should amplify your image not fight it.
Speed is everything.
Design for 14K modems and shrink graphics to less than 10K. Minimize each image's color depth with DeBablizer and use the fastest compression. Every second counts. Web typography can't be forced but you can guide it with tables and columns. AOL , CompuServe , Prodigy and MSN say they'll support most of the Netscape's HTML 3 enhancements, so it might be safe to utilize tables, borders and background colors but designing with proprietary enhancements like frames could be troublesome. Give layouts room for different type sizes and styles.