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usability

Usability is the most important aspect to web design. It's all very well having a beautiful looking dynamic web site, but if it takes a long time to download or is difficult to navigate, users will give up and visit someone else's site. Users want to find the information they are looking for - if they don't find it quickly, they will look elsewhere.

Remember who you're providing the site for. Don't sacrifice usability for design. A lot of what you consider to be important when regarding usability will depend on your target audience and purpose of your site. If you think about usability before embarking on a new design project, and incorporate it into the design in the development stages, it will both look good and be useable. Put your visitors first.