Make it Quick

Referring to Chapter 6 of Ireland and Nash's Winning Campaigns Online, I feel that, not discounting the other features that they addressed, quick download time is one of the most essential parts of an effective Web site, going hand-in-hand with ease of use. I know that when I visit a site, if any page is taking too long to download, I will just move on to something else, usually another site altogether. What is the point of fancy graphics, pictures, and other features if the audience is made so impatient waiting that they never even see them? The key here, which can be difficult, is to have great graphics and pictures that are appealing and entertaining but will still allow for a quick download time so that all the design work and the message of the site can actually be seen by the user. Too often, web designers focus too much on the aesthetic qualities of the site, which should never become more important than the message itself. The aesthetics should complement and reinforce the message, not prevent others from viewing it efficiently.