Clean
Whether you favor minimalism or richness, suggestion or assertion, your site must not be cluttered even when you want it to look cluttered. The information must flow to your viewers as naturally as morning light, so that they wake up to your data structures with a heartfelt glee.

Lean
Too many websites waddle wearily onto the screen, leaving your viewers frustrated. An economy of construction means a fast-loading site; no more scripting than necessary means less burden on browsers and servers, and fewer parts to break and leave holes in your presentation.

Friendly
A friendly site is easy to navigate both into and out of, and, like a garden of a thousand flowers, makes all paths rewarding. It neither elaborates the obvious, nor obfuscates with vain excesses. It presents the information and sensations for which your viewers come to you, unobscured by meaningless decoration or dreary brags.

Your Site
Most of all, your web site is your site; it exists not to show off the web designer's work but yours, your product, or your program.