The focus is less on the obvious failures, such as obnoxious graphics, than on more subtle issues. These include the paradigm changes necessary when coming from other design disciplines such as desktop publishing, the difficulties of designing for many environments, large site navigational concerns, and other items. If design is the creation of a communications medium, then design failure is the failure to recognize with whom one is communicating, or why. A design that does not focus on the audience cannot succeed. Similarly, the measure of achievement is successful communication.
Successful design is based on skill and dedication, but encompasses much more than that.
It means getting your message across to your reader, and placing the reader's needs and expectations ahead of other considerations. Implementation occurs at the complex junction of graphic design, writing, programming, hypertext design, and interaction, with subject matter and audience. Collaboration is often a necessary element in addressing the breadth of skills required. Major pitfalls include finding the balance between control and flexibility, and getting caught up in technology. A clean implementation performs well, does not contain visible errors, and works for all readers.