Web Design is 95% Typography. By Oliver Reichenstein 95% of the information on the web is written language.
It is only logical to say that a web designer should get good training in the main discipline of shaping written information, in other words: Typography. UI-patterns.com. Jesse James Garrett. Understanding the psychology behind how users relate to a product is the key to its lasting success.
Users tend to anthropomorphize, or ascribe human personality traits to products they use. Products with long-term success have developers who recognize the identity and personality of the product they want to convey. They create integrity with the product and how their users will interact with it. Garrett explains that "experience strategy" is designing from the outside in. Navigation Menus: Trends and Examples. Advertisement Navigation is the most significant element in web design.
Since web-layouts don’t have any physical representation a user can stick to, consistent navigation menu is one of the few design elements which provide users with some sense of orientation and guide them through the site. Users should be able to rely on it which is why designers shouldn’t mess around with it. That’s why in most cases it’s where simple, intuitive and conventional solutions are usually the best option.
However, it doesn’t mean that they need to be boring.