Abstract Web Design

So how do we manage and implement the Web Design principles?

=> Design Patterns 

Abstract site design patterns are a framework.  They are particularly relevant as their abstract nature renders them broadly applicable since they are not dependent upon a particular technology.  This high level abstraction is as necessary as the low level abstraction HTML and CSS separate information content from information format.

High level pattern abstraction is critically necessary for site design management as communication becomes more fluid and transparently converges into a common Internet and Web architecture (e.g. satellite, microwave, land lines, fiber optic, cable, pots).

Equally important, abstract design patterns and tenets provide the basis to classify and evaluate Web design facets allowing an organization to realize continuing improvements and profits.

Consistent with current best practices marketing tenets, these Web design patterns must be customer centered and focused on identifying and satisfying customer needs.  Furthermore, I believe the increasingly automated functionality of the Web based on the Web 2.0 and RIA will facilitate the realization of the American Marketing Association’s (2008) following definition of Marketing:

“… an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”.

It should be noted abstract site design patterns and their bases were developed through an empirical process.

These patterns and tenets include:

  • (a) Search Engine Optimization (SEO)
  • (b) home or landing page optimization
  • (c) clear value statements
  • (d) clear and conspicuous privacy statements
  • (e) clear intuitive navigation and way-finding,
  • (f) clear and informative process funnels,
  • (g) a focus on accessibility that includes multiple platforms,
  • (h) above the fold analysis,  
  • (i) inverted pyramid writing style (with active verbs)
  • (i) Consistent grid based layouts throughout your site (i.e. consistent placement of navigation elements, privacy statements, etc.


Abstract site design patterns and tenets facilitate effective Web based communication by:

  • (a) capturing the essence of problems
  • (b) describing the problem in depth
  • (c) providing rationale for a solution
  • (d) empowering people by providing a shared language

These basic principles of site design patterns may be directly applied to emergent mobile computing as the core issues of trust, reliability, communication congruence, navigation and way-finding remain relevant independent of the platform.

Above content derived from:

Van Duyne, D. K., Landay, J. A., & Hong, J. I. (2007). The design of sites: Patterns for creating winning web sites (2nd ed.). Upper Saddle River, NJ USA: Prentice Hall












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