Dynamic discussions have begun to emerge concerning style of presentation on world wide web sites. Some hypertext markup language (HTML) designers seek an intimate and chatty ambience, while others want to project a more professional image. Evaluators see many sites as overdecorated and indecipherable. This paper offers suggestions on selecting projects and design types appropriate to HTML and also on maximizing clarity and navigability while creating hyperlinks and displaying text. The incorporation of images, and even short movies, is becoming increasingly popular, but often such files are too large to be manageable or practical. The designer can reduce the size of the image or movie window, reduce the bit depth of the colors, or reduce the number of frames per second of moving images. Studies were conducted to investigate how altering images in these ways influence loading time, file size, and perceived quality. Six figures, including reproductions of computer screens, and two tables illustrate the discussion. An appendix provides uniform resource locators (URLs) for 46 clip art and icon collections on the world wide web. (BEW)