The Ideal Website

Waiting for a page to load is not fun. The ideal website loads quickly, and it loads quickly from anywhere.

Advertising is at best a distraction. At worst it is invasive and manipulative. The ideal website has no advertising.

If there is text then the text is easy to read

When you design a website, you should start with a paragraph of text and work outwards. There are a number of errors that are easily avoided if you just start with a single paragraph: select an appropriate typeface, then work out the measure and leading that suits the combination of text and the typeface. This can all be done according to your own eye.