If you’re not the one coding the website, talk to your programmer and find out how the website will be implemented. If it’s going to be all flash, then you want to take advantage of the great possibilities for the design and not make it look like a standard HTML page. On the other hand, if the website will be dynamic and database-driven, you don’t want to get too unconventional with the design and make the programmer’s job impossible. Instead, offer your expertise: explain how different elements look great in a certain context but don’t work in another one or in combination with other elements. That’s not to say that you shouldn’t listen to your client. Take into account all their suggestion, but do it to their best interest. If what they suggest doesn’t work design-wise, offer arguments and alternatives.

Being creative is in your job description, but don’t try to get creative with the things that shouldn’t change. With a content heavy or a portal-style website, you want to keep the navigation at the top or at the left. Don’t change the names for the standard menu items or for things like the shopping cart or the wish list. The more time a visitor needs to find what they are looking for, then more likely it is they will leave the page. You can bend these rules when you design for other creative - they will enjoy the unconventional elements. But as a general rule, don’t do it for other customers.

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