Corporate site, informational, entertaining, personal page. General appearance, site structure should at first glance determine membership in one or another type. Longing, if you change the hare into a wolf. Not a wolf yet, but no longer a hare. The first impression is the strongest, even if subconscious. Namely, belonging to a certain type is the very first impression.

The type of corporate site should include a clear, understandable structure, corporate visual style (its adaptation to the web), a clear software core and high-quality means of updating and supporting (meaning there is no way to transfer information to the server, namely creating a high-quality update at the level of website content ).

According to the last point, there are a lot of examples when a company, having ordered a style and website development, undertakes to update it on its own, destroying the templates, style and software mechanism of the site, and sometimes not doing it at all.

There is another concept: the hierarchy of the site. What is it? A small firm can go all out and create a cool and sophisticated site like Microsoft or Adobe, creating a deceptive illusion of its polysemy.

A potential client builds its conclusions on this basis, and is disappointed in direct contact with the company. Observing the hierarchy is an additional way not to hang noodles once again, even if sometimes unintentionally. 

Of course, this is achieved not through the level of design and visual style, but due to many little things that are not always clear and noticeable to the mind, but clearly fixed and interpreted by the subconscious.


What is an archetype? This is the initial level of division of sites into types (corporate there, informational) The concept is general and rather conditional, because in the pure form there are no such sites, or rather, there are still many divisions into types within a particular archetype.

Corporate (mainly Internet representations of firms and corporations well, that’s why it is called) can be of computer direction, software, industrial, banking and even cultural direction, because there is a comm. firms building their activities in the field of culture. In general, a business class.

The second archetype is purely informational. Conventional media, virtual media, television channel sites that is, the essence of them is the submission of news, analytics and advertising information. 

The third archetype is entertainment sites. Again, these are jokes, useful tips, and sites with various kinds of pictures. 

The fourth archetype, which in fact is not such because of its extreme diversity of personal sites and personal pages. At the level of types, almost all sites have a rather mixed structure, that is, one archetype with elements of another or several.

How Does This Division Affect The Psychology Of Site Perception?

If you design a business class website as entertaining, it will significantly reduce the advertising, prestigious effect of information about the company. 

The homepage in the “business class” style also looks ridiculous (but this is very rare). I’m not talking about those themes with frontpage or other visual editors. Tolerant on the home page of someone’s grandmother, on the site of a reputable company, such a blank will not take root.


The prototype is that more or less concrete sample, which became the basis for the concept of the site. Using a prototype doesn’t mean cloning someone’s site. For prototypes are structural, conceptual, design (this is when certain techniques are used that have already been developed by someone, tips, for example).

Typically, a prototype is either a previous version or a developed version of someone else’s independent development. 

But the line between using a prototype and plagiarizing someone’s solution can be so thin that you can even inadvertently fall into a clone. 

Whoever plagiarism is here is unknown to anyone (and uninteresting). It happens that the talented development of a particular designer eventually becomes a prototype for many sites with a loss of information on the initial prototype (it becomes a massively used technique). A certain direction is born in the style of …

Types Of Design

Constructive Design

It is restrained in color, mainly with elements of one color of different shades with accents of another, more active color. 

Elements are basically geometrical (although not always strict) in shape. The basis is the page structure, photographs are most often stylized as a two-tone or grayscale.

Style Design 

It is saved or adapted to the web visual style of the company-owner of the site, often a special style is developed specifically for the site. Logos, fonts, photos are processed and placed in accordance with the visual corporate identity.

Artistic Design 

 Collages, the active use of color in order to create a certain emotional background, non-standard artistic fonts, and of course quite free structural schemes.

Text Design

Design created using layout elements. Focuses on headings, subheadings, font size, rulers.  One of the most complex types of design, because it has a hidden beauty that not everyone does not always understand.

Bad design is not a lack of design, but a design that does not correspond to the level of the site, with errors at the level of color, composition, and concept in general. In general, when the level of claim for a good design significantly exceeds in quality the level of the design itself.