| Lesson 5 || Navigation on the Web |
| Objective || Web navigation applies the principles of Information Architecture |
Navigation on the Web
Credibility refers to how believable a web site is; it is a perceived quality as judged by the visitor. A common goal in web site design is making the website more credible.
This helps get a message across and the more believable your site is, the more effectively you can reach your audience and attain your goals. Good navigation helps you persuade and encourage visitors to do what you want them to.
Note that the term persuasion is not necessarily a negative concept. In fact, the ancient Greeks believed persuasion to be a cornerstone of democracy. It is the abuse of persuasion that is negative. Making your
site more credible, and therefore potentially more persuasive, does not mean relying on coercion and deception. Your organization has objectives and your website has objectives.
In a large-scale study, design look was the most important factor influencing website credibility, and information organization was the second. When judging credibility, participants commented on how easy or
hard it was to navigate the site and on how well or poorly the information fit together. The results show that easily navigable websites are likely to carry more credibility.
The Software layer is discussed in the next lesson.
Navigation - Exercise