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How to Evaluate a Firm's Web Design Portfolio
Don’t focus on visual appeal alone. While graphic design is important, attractiveness is not the most significant determinant of good design. In fact, it is a relatively small part of what makes a web site effective.
To evaluate a firm's portfolio you can start by asking these questions:
- Instead of asking, "Does this site look good?", ask "What is this site's intended target market, and does it appeal to that market effectively?"
- Is the site easy-to-navigate and use? In other words, has the site been designed for usability or for image?
- Does the site employ good navigation techniques? How easy it is for you to navigate around the site and find specific information?
- Does the site have good organization? Look for organization of the entire site as a whole.
- Does the design use graphics and images purposefully to organize the content and to direct a visitor's attention to important points?
All sites should direct a visitor to do something, whether it is making a purchase, filling out a form, signing up for a newsletter, etc. Does the website guide visitors into taking the desired action?