The colours, images, fonts and layout should be tailored to the prferences of your audience. The type of site content(readinglevel, amount of animation, etc.) should be appropiate for your chosen audience.
Some common goals of websites are: to be informative, to create a personal home page, to establish a corporate web presence, and to do business in e-commerce.
The site map is sometimes called a Storyboard. Common organisational structures for Web sites are: hierarchical, linear and random.
Be consistent in your overall layout - colour, typefaces, logo, location, navigation, bar, etc. Plan your Home Page Layout to avoid scrolling. Plan your Content Page Layout to be consistent, with easy navigation.
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