Internet Marketing textbook.pdf - Vula

Website design and developmentCHAPTER 2are two important concepts to consider. First, these elements can either be static– which means that they remain identical on each page of your website (this isalso called “universal” or “global”) – or dynamic – which means that they changefrom page to page. Second, every web page has a “fold”, which is the imaginaryline at the bottom of your screen: if an element is “above the fold”, it meansyou can view it without scrolling down; “below the fold” is the opposite of this.Because of this, content that is above the fold generally gets more exposure thancontent that is below it, which in turn impacts where you’ll place elements and keyinformation on a web page.The image below indicates the design elements of a typical web page, including anindication of where the “fold” is (the black line through the page).Here are the main components of a web page, and the criteria that should applyto them.• The header. Your header is the top-most element of your web page and isthe part that includes your brand name and logo. This is where customers willlook to identify your page, so be sure that it is clear and striking. Your logoshould always appear on the top left of the page, and should be a clickableimage that takes you to the home page. You header will be static and willalways appear above the fold.• The navigation bar. One step below your header is the navigation bar – therow of buttons that visitors click on to get to other parts of your site. Alwaysmake sure that your navigation is a horizontal bar at the top, and not avertical bar. Depending on the complexity of your page, your navigation barcould consist of just a few buttons, or it could have elaborate dropdownmenus with many links. Your navigation bar will usually remain static and32GetSmarter Internet Marketing textbook