Your present literature may be a good starting point to define a style and format, or you may want a totally new look for your website.

This is also the time to select a color theme to use throughout the site. This would provide a guide for the page backgrounds, navigation buttons, headline type, and other graphics and effects.

Keep in mind that the web only has 216 base colors available. Lots of other colors can be specified, but an exact color match to your product's color, or your corporate logo is almost impossible due to differences in the various monitors where your site will be viewed.

There is also a limited number of sizes and type faces for headlines and text. Unique or special typefaces, or hand lettering, can be used, but must be formatted as a graphic element.

It costs the same for color as for black & white. Color is compelling, helps prospects see the details in photos better, and adds an extra element of sales-appeal. Color must be used tastefully. Too many colors can be cheapening. This often distracts from the basic selling message. In addition, the wrong colors can limit the ability of the page to print properly at the prospect's location.

The designer will also attempt to develop an attractive, distinctive look which will invite prospects to spend time finding out about your products or services. A number of techniques may be incorporated...animated banners or moving tickers leading the viewer to a related product or service on your site...interesting buttons or graphics taking the prospect to your inquiry or order form...or possibly a short movie or audio message.