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The Creative Brief

When one introduces complexity into the web design process, one also creates a management problem. The problem is retaining the consistency of design throughout the project. If the site is composed of images, text, artwork, video, sound, and other media, it is absolutely critical they all have the same “look and feel.” This way, the site visitor is not left wondering whether he or she has left the web site. A good example would be Nike.com. The site is massive. Yet visit any page in the site, and you still feel you are on the Nike site.

The other issue you will have to contend with is search engines. You have absolutely no guarantee the visitor will start at the index or home page. Again, a consistent design ensures the visitor is not disoriented.


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