The hardest rule to understand for those just entering the digital era is this: What works in print media won't always work on a web site. As a matter of fact, it usually won't work at all. The arena of Internet design is packed with starry-eyed designers fabricating aesthetic gems that have little or no informational value. On the other hand, legions of novices blend clip art and endless text into pages that communicate nothing.
Strategic defines Internet architecture, also known as information-technology architecture, as the process of making rational assignments of elements to web page real estate so that all purposes of the site function to their optimum levels. Translation: put things where they make the most sense and people will click on them.
Our architectural process begins with understanding what your site's intentions are. Are you selling? Are you advertising? Are you waving your company's flag? When boiled down, the main point of your site must end up being the obvious focus for site visitors.
Once the main goal of the site is made clear, the other priorities will follow an intelligent visual ranking. Secondary subject matters shouldn't distract visitors. Too many subjects can also cause a site's main intention to go awry. All these concerns only touch the surface of the process. As the site continues to develop from flowchart to blueprint and visual concept, the point of the site stays in focus.
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