The term Web 2.0 is a reference to a more modern approach that is currently being adopted in web design. Web 2.0 refers not only to a trend in web design, but also to the
advancement of technology and accessibility of data available in many websites that encapsulate Web 2.0. While the layout design has, in many cases, become more simple and subtle,
user interfaces have adapted to the mobility of data thanks to technologies such as web services and RSS. Other technologies offer the user a more vivid and prompt internet experience
thanks to development tools and technologies such as AJAX,
Mootools, jQuery, and Rich Internet Applications. Web 2.0 is geared towards simplicity, rather than overly-exotic design
craftsmanship. Whilst Web 1.0 was more simply about reading information, Web 2.0 is more about social networking and user interaction with sites. It is more beneficial for a business to
have a website with a succinct pitch outlining its services, and clear navigation that leads a user to consume, download, or buy, the service or product being promoted. Web 2.0 sites can
convey, at a single glance, corporate identity, business goals, and a way to offer the user more info, or a demonstration of the company's services or products.
Direct, up-front, non-offensive branding goes hand-in-hand with simplicity of design, sometimes complimented with offers of service or (electronic) product samples in Web 2.0.
Stylish, front-facing designs with uncluttered, balanced, and simple focus are used to highlight the core of a company's business. Web 2.0 sites generally offer an honest and transparent
approach when it comes to addressing the user, promoting a more credible and open environment for marketing a business' services.
Subtle three-dimensional effects such as gradients, drop-shadows, and reflections are used sparingly to enhance the mood or textural quality of Web 2.0 sites. This is usually achieved without
drawing the attention away from the importance of the textural content. Interactivity and naturally engaging the user are the primary concern.
Web 2.0 sites generally give high regard to navigation. This doesn't just mean a menu that's easy to read. Users do not want to be overwhelmed or feel lost in the pages of a site.
Offering them clearly-defined signposts so that they know where they are, in the context of the site as a whole, as well as where they can go, are extremely important.
It is in the interest of the owner of the site to be able to intice the user to the places on the site where the user can find what they need. For example, imagine a web page
encapsulating Web 2.0 concepts has loaded. The user instantly recognises that it is the home page for a business. The logo is prevalent in the top left-hand corner with the goal of the
company in a nice legible font next to it. The user notices the menu on this site is on the left hand side in a vertical column, but while they look more closely at their options there, a
small bright image and some larger writing just right of the page's center attracts their attention. It is an offer of some free service by this company which entices the user to download
it out of curiosity. By this stage, the user is already forming a pretty clear understanding of what this business does and whether it is indeed what he or she requires. Time spent in
planning the navigation and architecture of the site will enhance this quality.
In this sense, the interaction between the website and the person browsing the site becomes a lot more user-friendly. A Web 2.0 site seems to anticipate the user's needs with
well-constructed navigation and design, and also helps out when things go wrong by way of user-friendly messages. It also warns the user beforehand if some kind of clarification must
be made to help understand a certain process within the site. When the website seems to do the thinking for the person visiting the site, it is a lot more appealing.