WEB 2.0 Ages

In the 90s, the primary goal of most websites was simple: basic online presence. That meant static brochure-like content that typically started with "Welcome to our website..", hideous animated GIFs, a Netscape icon somewhere in the corner, a "You are visitor number 99999" note somewhere at the bottom, scrolling texts and dark backgrounds. Companies were tapping into a new marketing medium, standards were low and web development tools were unsophisticated. As a result, a website was simply an attempt to create an online version of a business card.

Now most companies are embracing the new standards. The Web 2.0 Age is here. Tricks to please search engines , embedded RSS feeds, drag-n-drop panels and blogs are becoming as common as the mail box icon and a little "under construction" guy were ten years ago.

• What are some of the visual patterns of a Web 2.0 web design?
• (and we are only talking about the visual, not functional, trends)
• Simplicity and elegance
• Rounded forms
• Subtle gradients and shadows
• Bigger font sizes
• Pastel colors used for the overall look, and bolder, bright colors used to emphasize important elements
• Big buttons and catchy glossy icons
• Never 100% Flash
• Simplification of clutter

These visual aspects are indicators of a major shift in the way that websites are now being used as marketing tools. As the purpose of a website matures into a well thought-out marketing crusade aimed at a specific target audience for a specific purpose, so does the website's organizational and visual structure. For the visitor the site is easy on the eye, and easy to get around, because a Web 2.0 site was designed with the following in mind:
The knowledge of the site's target customer, and things she is likely to look for immediately upon arriving on the site
2-3 most important messages that need to be presented to the target customer on the home page to entice her to explore further, all the way to the "buy", "contact us" or "sign up" screens
Content that is secondary, yet is beneficial to the visitor and the site's marketing goals

Thus, a good chunk of the expensive real estate on the home page may consist of nothing else but 2-3 content parts each carrying a clear message to the visitor

If the intent of the website is to maximize its marketing abilities, it makes perfect sense to highlight a few lucid messages on top of the pastel backgrounds.