Keep it simple

Don't use jargon or uncommon words as labels for site pages or sections. A first-time customer won't know that The Scoop is your news page, KDD Lite is the internal name for one of your services, or Gimme Gimme Gimme is your online shop section. You have less than 2 seconds to show your customers what they came for; don't make them have to think about what things mean.

Try to use common words such as Home, Shop, and Contact, because today's web users are accustomed to these labels. Unless your brand or product names are well known, consider using more general terms as labels for the pages or sections.

Even if one of your brand values is quirkiness or playfulness, you can convey this through your text, images, and visual elements-keep your navigation labels clear and concise.