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The "Non-Stickiness" of the Medium
However, since the Web is a "nonsticky" medium and the possibility of a user entering from a side door is very real, a good designer must strive to give context and guidance throughout the site. As a result approved structures for Web have developed: key navigational elements that follow through on every page; clearly labeled nodes (sections) that are linked to other nodes; site-wide maps (although statistically users dislike and don't use this tool); and site-wide search capabilities.
          The need for functionality is what drives the development of good Web sites. The user expects to find information quickly and be able to digest it quickly, but if the site fails to deliver, the user will go elsewhere. That is the driving force behind how successful a Web site is. So information must be presented in a way that is visually pleasing, easy to read on screen (excessive scrolling is hard on the eyes) and gets to the point. Despite being hindered by different platforms and a limited colored palette, graphics on a Web site is still a key element. They must, claim Farkas & Farkas, emphasize aesthetic, help to express the theme of the Web site and help show the logical relationships among all elements that appear on the page while maintaining balance and harmony on the page.
          No experienced Web designer worth his salt would argue with the points advanced in this book and could probably have his own stories from the trenches to share of what made or broke a Web site. However, it will make illuminating reading for managers, educators, students and anyone who is interested in the hows and whys of this new medium without necessarily having the desire to build a site of their own.