What is good design? How do you know what’s good and what’s not? Why does it matter? But probably the most important question of all; how do you create the best design for your needs. Because that is the key. The graphic design of your website should communicate your message, clearly, vividly and strongly.

The design element is a means to an end. Are you educating, entertaining, promoting or persuading your visitor? You need to make some critical choices. What colour scheme will you use to set the right tone? Don’t use too many. What layout is best? This will be determined by your content too. What typography will you use? There are many to choose from but only a handful should be used for the internet. You need to ask the following questions,

• Are you clear about the purpose of your website?
• Do you have a visitor profile and understand your audience?
• What kind of message do you want to give?
• Do you have ideas and a layout in mind? 

Visit competing websites and look at designs that appeal to you. Gather ideas and start with a mock-up page in a graphic design program like photoshop or fireworks. Play with your ideas until they gel. You are looking for simplicity, consistency and contrast.

When deciding on your objective you should be able to describe it with a simple verb. For example, the goal is to sell your herbal health product. Or if you are providing a public service website, your goal might be to educate readers on the causes of obesity. These simple descriptions will be easier to translate into solid design ideas.

Once you know the site objective ask three more queations,

• What will your visitor understand?
• How will she feel about your site?
• What do you want him to believe? 

For example, you may want your visitor to understand the health benefits of your herbal product, so feel energised and healthier but also to believe that natural products are more effective than drugs without the possible harmful side-effects. Finally there is another question you should ask, regardless of weather you’re selling a product or not, and that’s what action do you want your reader to take. Click the buy now button, opt-in to your email list, bookmark the website or visit your store.

You are essentially creating a tactical framework around which your design ideas can be aligned with your site goals. And it can create a tremendous synergy that gives your design strategy real focus.