According to Wikipedia, there are The 3 elements are: Audience, Purpose and Context. * The document or the website should consider the pool of users who are going to use it. It should be made in compliance to their thoughts, ethnicity and other demographic factors as much as possible. * The purpose or the goal of the website should be clear and cut-straight. It should be to the point without any vague branching. * A need triggers the creation of the website or the web page and the website design should therefore in sync with the context.