(Shelly Cashman Series) Gary B. Shelly, H. Albert Napier, Ollie N. Rivers-Web design_ introductory concepts and techniques -Cengage Learning (2008)

48 Chapter 2 Web Publishing Fundamentals
Figure 2-8 Consistent placement and repetition of elements and application of a color scheme across all
pages at a Web site promotes unity and visual identity.
DESIGN
TIP
Generate a sense of unity, maintain visual identity, and promote your brand at
your Web site by using consistent alignment, branding elements, and a common
color scheme across all pages at the site.
Alignment is the placement of objects in fixed or predetermined positions, rows, or
columns. Focusing on alignment will ensure that your Web pages have a consistent, structured
presentation. Visitors to a Web page expect page elements to line up; for example,
the text in a photo caption should line up with the left edge of the photo beneath which
it appears. If elements on a Web page are not aligned, the page will look jumbled and be
perceived as inconsistent, and potentially unprofessional. When the elements on a Web
page are aligned horizontally, they are arranged consistently to the left, right, or centered.
When Web page elements are aligned vertically, they are also top-justified, assisting in
readability and ensuring an organized appearance, as shown on the Office Depot home
page (Figure 2-9).