Planning

     Now that you are familiar with some of the basic page elements, you must focus on the larger issues of audience, purpose, and resources. In constructing a building, a bricklayer is of little use if you don't have a blueprint. This article will help you determine who your audience is, what the purpose or goals of your site are, and what resources you have (and are willing to devote) to build and maintain the web site.

WHO AM I TRYING TO REACH?

     One of the most interesting things about the World Wide Web is its diversity in information. This same diversity applies to the people who use the Internet. Before you touch a keyboard you must first determine who it is that you are trying to reach.  You should have a "typical" viewer in mind when you set out. Whether you are designing for customers or for the curious stranger, try and look at your potential site design from the viewpoint of your visitors. If you are designing for an international audience, take some time to accommodate their needs in your design (given the nature of the Internet, you should expect that not all of your visitors will be from your own country). This may amount to little more than choosing universally recognizable icons for your menu (discussed later in the graphics section). But it may also mean avoiding potentially "offensive" material in your design by looking at it from a different perspective... that of another culture. Keep in mind that what your employees or friends think is good design and content, may not be what is best for your "target audience" (or your business).

WHAT IS THE PURPOSE OF MY SITE?

     This should really have been your first consideration but is more often than not... the last thought a novice web designer has. As was mentioned earlier, content is what will make or break your web site. If you are building a business web site, the answer to this question may seem rather obvious but don't rush to the keyboard yet! In developing a web site (for business, education, or recreation) you should decide what level of involvement or interaction you want to have with your visitors. Are you simply presenting information, are you offering a service or product, or are you trying to build a "rapport" (relationship) with potential clients or repeat visitors. In the example to the left, it is not readily apparent what you can expect from a visit to "Bob's" web site. Does he breed dogs? Is he a writer? This is the kind of confusion you want to avoid when you start developing your web site. If the purpose of your web site is to sell pure breed dogs, you shouldn't confuse matters with your love of typing. Regardless of your motives, if you want visitors to come back a second or third time, you have to offer them some incentive. That incentive should be the same motivation that spurs you on in developing your web site. If your purpose is to educate, keep your site content fresh and above all, "credible". Make your site a reliable resource. If your motivation is business related, try and look at the site as a customer would. What is important to you and your employees may have absolutely no relevance to a potential customer. Once your site is up and running, establish some sort of feedback system to ensure that you are still meeting the needs of your visitors. This can be as simple as a visitor comment form like the one to the right. These extra touches can be extremely beneficial in gauging the effectiveness of your web site. Unlike a basic e-mail link, a comment form allows you to tailor the information gathered by structuring the questions and distractors to your needs.

WHAT ARE MY RESOURCES?

     It is not enough to just decide you are going to put a web site up. It can be a major undertaking if you are going to do it correctly. You must decide what expertise you have at your disposal. Do you have the right software for the job? Will you (or your people) need training? The more you decide to offer your visitors (including interactivity) the more time you should expect to devote to building and maintaining the site. Many large companies task an entire department with the "upkeep" of their corporate sites. Assuming that you are personally interested in building a site yourself, have you taken into consideration how much time will be necessary in developing the pages, creating the graphics, testing the HTML, updating the content, answering e-mail or other user interactions, troubleshooting problems (there will be some!), and keeping abreast of the latest technology and "web developments".

WHAT METAPHOR WILL I USE?

     Meta-what? Your choice of metaphor (theme) will determine, in large part, how your pages will evolve and what degree of detail may be necessary in developing them. Some examples of metaphors might be the fortress theme you see employed in this site, a garage (like that in use by the web site garage), an art gallery, a factory, bakery, jukebox, or just about anything you can imagine.

     If you are developing a business web site, your metaphor might focus on the type of product or service you offer. The elements of your site that will directly tie into the theme are pretty much up to the designer but an example might be a web site that features cameras and photography equipment. The background of the site might look like a strip of film. The icons for navigating throughout the site may consist of tiny cameras (or a camera, roll of film, flash bulb, photograph, and photo album). The logo could be a smaller version of the company logo found on brochures or catalogs.

     What is important at this stage of planning is that you focus on your metaphor and ensure the design decisions you make are in keeping with it. Whether realistic or symbolic, your icons, buttons, graphics, and content should remain clear in meaning, consistent in use, and help to reinforce the theme you've selected. By adhering to this approach, you will save yourself many hours of "revision" later on. Your web site must convey a message in both written and unwritten form. Good thematic choice is your best bet in meeting that challenge.

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