Each web page must be independent. Links allow users to enter a web page without seeing any introduction. Each page needs to be freestanding, because it may be the only part of the site that the user will see. Headers and footers on web pages should be informative and specific. They should address the four basic questions: who, what, when, and where. Whose identity is driving the content? What is the purpose of the page? When was the page created? Where is the page in relationship to the overall site? (2.7)

Variables & Inconsistencies of Design

A web designer lacks control over a web site's appearance. Unlike printed materials such as books, which look the same regardless of where they are read, the look of a web site is not predictable--it is dynamic: it changes according to the different computer hardware and software used by visitors. For instance, a designer has limited control over the typography used in a web site, specifically the typeface and the type size. For example, Mac fonts are different from PC fonts--the fonts on a Mac appear smaller. (2.8) Therefore a designer loses control over the universal appearance of letter and line spacing--features essential to create legible documents.

There is also no uniformity in screen size used to display web sites. Screen size is dependent on the user's monitor, not the size the designer used. Therefore, the size and location of images and text can shift from computer to computer.

The various internet browsers also alter the appearance of web sites. Netscape Navigator and Microsoft's Internet Explorer will display a page differently. Elements such as table borders, page margins, and cell backgrounds are shown differently depending on the browser being used.