Web 2.0 styles share a number common characteristics. Overall, the style is more simple and less cluttered than previous website styles. Pages may make use of eye-catching design elements set off by white space. The web designer strives to best communicate the content on the page and is more likely to design around the content.
A bold, standout logo sets the tone for web 2.0 design. Effective logos express the characteristics of organizations and are easily recognized. In 2.0 web page design, the logo is usually placed in the upper left hand corner.
Page layout around a central axis is a primary feature of web 2.0 layout. Centralizing can draw the viewer’s eye to the most important content on the page. Vertical scrolling has become more acceptable to users, so the web designer can be less concerned about presenting content within the users’ initial screen view.
White or neutral space is another key defining aspect of web 2.0 styles. Generous use of white space refreshes viewers’ eyes and allows important information to stand out. Use of larger, bolder text, another 2.0 style, also highlights the most important information to the user.
Strong colors work well against a neutral background and may draw the user’s eyes to various content areas. A unique color can be used to feature specific, infrequently used design elements, such as buy buttons. The objective is to use the unique color to encourage the user to take action.
Simpler design, a key principle in web 2.0 styles, usually translates into fewer columns. Whereas four columns may be common in other design schemes, the number of columns is minimized, often to two columns, in web 2.0 styles. One of the columns may be thinner than the other, and it may used for navigation. The remaining, wider column will display the main content of the page.
This simpler design theme extends to navigation. The header and main navigation on the web page are visually separated and well-defined. With this simpler navigation, users can easily understand where they are on the site and their navigation options.
Although web 2.0 style guides suggest the look should be simple and uncluttered, the design may still be rich and interesting. A few charming and effective icons may adorn web 2.0 pages. Design elements, such as buttons and logos, may use reflection to add depth and interest. Gradients, where an element or space gradually changes from one color to another, also add interest and can emphasize certain areas of the page.
Another web 2.0 design styles technique is bright start bursts, and may be used to feature specific content. These should be used infrequently or they will become ineffective and make the page appear cluttered. Only one should generally be used per page.