It may seem odd to start a chapter on “design” with a plea for standards, rules, and conventions, but often site projects founder in the design stage because the larger norms of traditional publishing, editorial standards, and institutional practices are ignored in the pursuit of graphic, technical, or interactive eccentricities. “Prefer the standard to the offbeat.” Take this timeless advice from William Strunk and E. B. White, and save your creative chops for the real work of developing interesting content.