1) The size of any images and videos should be optimized so they don't take forever to load.
2) Ones site shouldn't cause people to seizure.
3) The images that are associated with the site no matter if they are decorative or content related it should be placed in a way that they don't offend the eye or encumber the content.
4) Make sure that ones site is designed for the needs of your audience and not just what one wants it to be.
5) Make sure that ones site is designed to help solve audience needs, no matter if it is a problem, knowledge seeking, or even to be entertained. Not to make the audience have more difficulty with there intended reason for being on ones site.
6) Making sure that the contrast of the text vs everything in the background makes the content readable to the majority.
7) Make sure that any information that is provided is not contradictory to the cause of the site. Such as a link to gain registration to use a site, but not be able to actually register.
8)The idea that a website is the only marketing tool that is needed is a childish idea and shouldn't be thought of like that.
9) If one can't figure out where they're going on a site, they probably won't stick around. So avoid confusing navigation.
10) Don't use images or flash as a substitute for text. Text is what it is and should remain that way. Text is the prime key to keeping a web page size low.
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