It deals with the form and function, or look and feel of your site. The graphics, colors, fonts, content, navigation, buttons, etc. In otherwords, how your site, and ultimately your information, is presented to visitors.

Your web site design must consider your type(s) of visitors, their needs, and their skill sets.

Your type of visitor will dictate content and image. A business to business site may be less likely to incorporate eye appeal and be more geared towards speed and function. Conversely, a business to consumer site will generally be more eye appealing and contain diverse content in an effort to create "stickiness" at your site.

The needs of your visitor will also dictate content. For example, attracting visitors to introduce a new technology may be geared toward educating your visitor about a particular company or product.

The skill sets of your visitor will dictate navigation and functionality. A site that executes financial transactions, for instance, may assume that the visitor understands the various functions the site performs.

Altogether, a designer must thoroughly outline each aspect of the solution in order to ensure the design is most appropriate for the targeted visitors.