Spool's findings should not discourage graphic designers, however. The results of his study indicate only that a site can be successful without graphics-because content is the major element in a web site. But users of web sites expect graphics, and thus graphics often play an important role in site design.

Content must be presented in a way that is clear, orderly, and appropriate. Good graphic design directs users to their goals-design elements focus users' attention to the content and point to the links needed to achieve their goals. But images should not get in the way of content. Each graphic element should have a clear purpose. The final web presentation-the integration of content and graphics-should be cohesive, interesting, and easy to navigate. And most important, the site must satisfy user goals and expectations.

Defining the Purpose of Graphics

One of the most important elements of a web site is its hierarchy-its organizational framework. The hierarchy reflects the structure and location of the content contained in the site. When the hierarchy is understandable, users can quickly find the information they seek. A primary task of graphic designers is to make the hierarchy of the site apparent to users. The graphic design should visually reflect the organizational framework of the site by establishing clear visual relationships, using standard sizes for elements, providing contextual information, and remaining simple and consistent.