Designing for Distributed Content

Avenue A | Razorfish suggests we “treat every page like a home page.”

Every page is now a home page, each of which will have a wider reach, a lasting shelf life, and the ability to attract a new audience like never before. To capitalize on this, ensure that every page has a strong, clear global navigation scheme and related content that is visibly promoted. And don’t forget to make sure that display advertising gets prominent, above-the-fold, home-page-like treatment (300×250 rectangles and 728×90 leaderboards). Remember, every page can be accessed in any conceivable manner and in any conceivable order. You can’t design properties to control user flow anymore.

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