1. Nothing should happen unless the person visiting your site pushes a button to make it happen. Music should not start playing, new windows should not open up, etc.

2. Do not attempt to control how people experience your site. Present options that allow individuals to control their own experience on your site.

3. As a general rule, words should not move. There is no scroll bar on a stock ticker, hence, on a stock ticker words have to move. Web browsers have scroll bars. Why emulate an inferior technology?

4. Do not use java where not using java would work better. The fact that you can use java does not imply that you should use java.

5. Never use unreduced thumbnails. The size on an image is measured in bytes, not in its size on the screen. A thumbnail that is the same number of bytes as the full-sized image defeats the whole purpose of thumbnails. Reduce the byte size of your thumbnails.

6. Avoid using graphics when you could use text.