Balance. Emphasis. Consistency. Unity. Web Design should follow these practices. Without balance, a layout and even the colors used on the pages of a website can fall flat. A web designer should also emphasize what’s important on each page. Are you highlighting a product your business sells? Are you trying capturing a lead? Do you want a user to call you? It is a process of leading the user to an ending point. Consistency and unity work hand in hand on a site to create a meaningful user experience. The unity of the website can be disturbed easily. A website should be able to define the company through every page.