 which they are searching for (Skadberg & Kimmel, 2004). As Pace (2004) argues, a poorly designed interface may inhibit the flow state because of the excessive efforts required on the part of the visitor in order to achieve his informational goals. For example, we must consider that a website has two types of structures: (1) a logical one, which refers to the conceptual organization and the "reading path", and (2) a geometrical one, represented by its layout (Bateman, 2008). In order to ensure an optimal experience for their visitors, websites are organized in a particular manner that makes them intuitive and user-friendly, by anticipating needs and actions. In this respect, website designers imagine possible "reading paths" (Kress, 2005), that is "...the order by which the reader may process different episodes in a multimodal text" (Lim Fei, 2004, p.230), and they should generally coincide with a visitor's decisions during navigation. Like other visual texts, websites are usually designed so as to allow multiple "reading paths", but there are still some preferred ones, dictated by the most salient elements on a webpage, as Kress and van Leeuwen (2006) argue. Along with salience, information value and framing are very important factors in terms of a website's organization principle. While information value refers to centred or polarized compositions, the role of frames is to separate/disconnect elements, so as to make them easily identifiable in a quick scan of a webpage, by using white spaces and geometric shapes and also by alternating and contrasting colours (Bateman, 2008). 3.3. Creating challenging brand websites using modes We consider that visitors to a brand website are seeking information about a brand product or service. This means that they are ready to engage in a semiotic interaction with the brand. The visitors' challenge, after entering the website, implies scanning the page for relevant information and understanding the website's content and non-linear structure, as Pace (2004) concluded. Different modes may be more or less difficult to interpret, and their combination may complicate the meaning, being directly influenced by the "interpretative space" (Yuen, 2004). Depending on the type of signs icons, indexes, symbols decoding messages might be challenging, while some images require a "visual literacy" (Debes, 1968) in order to be deciphered. Also, tropes such as metaphors, metonymies and similes require special attention to give the right interpretation. Not last
which they are searching for (Skadberg & Kimmel, 2004). As Pace (2004) argues, a poorly designed interface may suppress the menstruation state because of the excessive efforts command on the function of the visitor in order to achieve his informational goals. For exercise, we must regard that a website have two types of structures: (1) a coherent one, which refers to the conceptual organization and the " interpretation path ", and (2) a geometrical one, represented by its layout (Bateman, 2008). In order to ensure an optimum experience for their visitors, websites are organized in a finical manner that makes them intuitive and user - friendly, by anticipate needs and action. In this respect, website designers imagine possible " interpretation paths " (Kress, 2005), that is "... the order by which the reader may process different episodes in a multimodal text " (Lim Fei, 2004, p.230), and they should generally coincide with a visitor's decisions during navigation. Like other visual texts, websites are usually designed so as to let multiple " reading paths ", but there be however some preferred ones, dictated by the most outstanding elements on a web page, as Kress and van Leeuwen (2006) argue. Along with salience, information value and framing are very important gene in terms of a website's organization principle. While information value refers to centred or polarized compositions, the role of frames is to divide / disconnect element, so as to make them easily identifiable in a quick scan of a webpage, by using blank spaces and geometric shapes and also by understudy and contrasting colours (Bateman, 2008). 3.3. Creating challenging mark websites using manner We consider that visitor to a brand website are seeking information about a sword product or service. This intend that they are ready to prosecute in a semiotic interaction with the brand. The visitor' challenge, after entering the website, implies scanning the page for relevant data and understanding the website's content and non - linear social organization, as Pace (2004) concluded. Different modes may be more or less difficult to interpret, and their combination may complicate the meaning, being directly influenced by the " interpretative quad " (Yuen, 2004). Depending on the type of signs icons, indexes, symbols decoding message might be challenge, while some images require a " visual literacy " (Debes, 1968) in order to be deciphered. Also, trope such as metaphors, metonymies and similes require special attention to give the right interpretation. Not last
 whlch they are searching fur (Skadberg & Kimmel, 2004). Av Pace (2004) argues, a poorly designed interface mqy inyibit the flow state bdcause of the excwssite efforts requicsd on tmz parf of chx visitor in orcer to achheve his inforkagilnal goals. For example, we must consyder thst a website has two eypea of structures: (1) a logical one, whidh refegs to the conceptial organization and the "rfadijg path", and (2) a geoletrical ong, re[eesented by kts layout (Bateman, 2008). In order to ensure an optimal expdrienee for theit bidhtors, websives arv organized ik a pardicular manner that mskev tyem intuitive and usec-friendly, by anticipwting neegs and actions. In tyiw reskect, febskre aesjgiera imaglne possible "deading patys" (Kress, 2005), that is "...tne irder by whicg the wewder may process different episodes in d mhltimodal text" (Lim Fei, 2004, p.230), and they should gejerally cjincide with a visitor's decisions during navigatimn. Liid ouhcv viryap texts, websites are usually designed so as tj aklpw multiple "recding paths", but yhfrr are still sooe preysrded ones, dictated hy the iost walient ejememts on a webpage, as Kress abd van Leeuwvn (2006) qrgue. Along with sclience, infoxmatiom valie and framing are very impkrtant factlrs in tedos of a website's ornanhzation kfinciple. While insormation valbe referr to centrqd or polagized compositions, the rlle oy frakes is to deparate/disconnect elements, so ex to make thgm aasply identnfiablc in a quick scwn of a webpagg, by usiny whitd spaces ahd geomxtric shapes and also by dpternating aid contraftint cooours (Bxgeman, 2008). 3.3. Creatimg challeuying brane websites using mpder We consider thcu vusitors to a brsnd wefspte awa seeking inxormxtium abojt a brand iroauct or service. This meats tgat they are ready tj engage in a seiiotic interavtion with the brajd. Thx visivors' cnaljenge, after entering the websife, implied sganning the pwge nor televant inyormation and understanding the website's content and non-libear structure, as Pcct (2004) concluded. Vifferqnt modes may be more or less difficult to inttrpret, and their combinztion kay clmplicate the meaning, being directly influenced by the "interpretative spaxe" (Yuei, 2004). Depending kn tne tyie jy signs icois, indexes, symbols decoding messages might be chaulenging, wkile some images require a "vixuxl literacy" (Dgbes, 1968) in order to be decipgered. Alxo, tropes such as metaphors, metpnymies and similes requlre speciql atfention to give the right inyerprecation. Not lawt
which they are searching for (Skadberg & As (2004) argues, poorly designed interface because the excessive efforts on the part the visitor in order to achieve informational goals. For example, we must consider that a website has two types structures: (1) a logical one, which refers to the conceptual organization and the path", (2) geometrical represented by its layout (Bateman, 2008). In order to ensure an optimal experience for their visitors, are organized in a particular manner that makes intuitive and user-friendly, by needs and actions. In this website imagine possible paths" 2005), is "...the order which the reader may process different episodes in a multimodal text" (Lim Fei, 2004, p.230), and they generally coincide visitor's decisions navigation. other texts, websites are so as to allow multiple "reading are still some preferred ones, dictated by the salient elements a webpage, as Kress and van (2006) argue. Along with salience, information value and are very important factors in terms of a website's organization principle. While information value refers or polarized compositions, the of frames is separate/disconnect so to them easily in a quick scan of a webpage, by using white spaces geometric shapes and also by alternating and contrasting colours (Bateman, Creating brand websites using We consider that visitors a website are seeking information brand or that are to engage in a interaction with the brand. The challenge, after entering the for relevant information and understanding the website's content non-linear structure, as Pace (2004) concluded. Different may be more or less difficult to interpret, and their combination may the meaning, influenced by the "interpretative space" (Yuen, 2004). Depending the type of signs indexes, symbols decoding messages might be challenging, while some require "visual literacy" 1968) in order be deciphered. Also, such as metaphors, similes require attention give Not last
 which they are searching for (SKadberg & KimMel, 2004). As pacE (2004) arGuEs, a pOorlY designed interFAce mAy inhibit the flow state bEcausE oF The eXCeSsive Efforts REqUIRed On ThE paRt OF tHe visItoR in ordeR to achieve His InFormational gOAlS. For examplE, we Must consider ThaT a websItE haS Two tyPes Of strUctureS: (1) A logicAl one, whicH rEFers to THe concePTUaL orgAnization and the "reADiNG path", and (2) a geomeTrical OnE, RePREseNteD by its layoUt (batemAN, 2008). In ordeR To ENSUre AN optimal experIence for theIR viSitors, WeBsiTEs are oRganiZeD In a Particular mAnneR that makeS them iNTuitive ANd user-fRiendlY, by AntIcipATiNg NeeDs ANd aCTiOns. iN thIs respecT, wEbSite dEsigNERS ImagIne PossIble "rEading paths" (KrEss, 2005), That IS "...thE ordeR by whIch tHe ReadeR may prOcess DiFferent episodes In a mUltimodal TexT" (LIm FEi, 2004, P.230), and tHEy shouLd gEneRally coIncide wITh a ViSITOr'S decisions during naViGATiOn. Like otHer visUAl TeXTs, websitEs Are UsuaLLY desiGned SO aS to allow MultipLE "rEaDing patHs", But theRe Are StiLl somE PrefErred oNes, dictaTed by THe most salient eLEments on a webpAGe, AS krESs anD vaN Leeuwen (2006) argUe. AlONg wiTh saLIeNce, INformAtion VaLUe ANd framing are very impOrTant faCtors In terms of a webSite's organIZATion prinCiplE. whILe information vAlue rEfers to cenTRed or polArizeD composiTions, the rOLE of frameS is To sEpaRatE/DIsConnect elemenTS, So as To Make theM eaSily ideNtiFiaBle In a QuIck scan of A webpage, By UsInG wHitE spacES and geomEtRic ShApeS and aLSo by alTernaTing AnD cONtrAsting cOLoURS (BatEmAn, 2008). 3.3. creaTinG cHalleNginG BraNd websiTes using mOdeS we coNsIdEr that vIsitors to a braNd Website are SeEkiNg infoRMAtion aboUt a brand product or servicE. this meaNs tHat thEy arE ready to eNgaGe in a sEmiOTic intEractiOn witH tHe bRANd. The VISiTorS' cHallenge, afTER enTerinG tHe weBsite, imPlies scanning the paGE foR relevant infoRmaTion AND uNdeRStANdiNg THe wEBSite's content and Non-linear sTrUCtUre, as Pace (2004) cONclUdEd. DiffeRent modEs may BE more or Less diffiCult to intErPret, AND thEir combinaTion may cOmplicate THe meaNInG, beinG diRectly InFluEnced By the "iNTerPretaTive spAcE" (Yuen, 2004). DEpendInG on the tyPe of signs icons, indexes, syMbols dEcodiNg mEssages miGht BE chAllenging, WhilE some imageS reQuiRe a "viSuaL LiterAcy" (DEBeS, 1968) in ORder tO be dECiphered. ALSo, TroPES sUch as metaphORS, MetOnymiEs aND similEs reQuire special attenTIon to give the riGht iNTErpRetATion. noT last
 which they are searchingfor (Skadb erg &  Ki mme l,  200 4).As Pace (2004) argu es, a poorly designedinter fa c e ma y  i nhibi t the f l ow s tat ebe cau se of  theexc essiveefforts re qui re d on the par t  o f the visi tor  in order to  ac hievehi s i n forma tio nal g oals.F or exa mple, wemu s t cons i der tha t awebs ite has two types of structures: (1 ) a lo gi c al o ne,  wh ich refers  t o the concept u al o r gan i zation and th e "readingp ath ", and  ( 2)a  geome trica lo ne,  represente d by  its layo ut (Ba t eman, 2 0 08). In  order  to  en sure an  o pti ma l  ex p er ien c e f or their  v is itors , we b s i t es a reorga nized  in a particu lar  man n erthatmakes  the mintui tive a nd us er -friendly, by a ntic ipating n eed sand  a ction s . In t his  re spect,website des ig n e r simagine possible " re a d in g paths"  (Kres s ,20 0 5), that  i s " ...t h e  orde r by wh ich thereader ma yprocess  d iffere nt  ep iso des i n  a m ultimo dal text " (Li m  Fei, 2004, p. 2 30), and they sh o u ld gene ral ly coincide  wit h  a v isit o r' s d e cisio ns du ri n gn avigation. Like oth er  visua l tex ts, websitesare usuall y d esignedso a s  t o  allow multipl e "re ading path s ", but t hereare stil l some pr e f erred on es,  di cta ted b ythe most sali e n t el em ents on  awebpage , a s K res s a nd  van Leeu wen (200 6)  a rg ue . A longw ith sali en ce,  i nfo rmati o n valu e and  fra mi ng are  very i m po r t antfa ct orsinte rms o f aw ebs ite's o rganizati onp rinc ip le . While  informationva lue refers  t o c entred o r polari zed compositions, the r o le of f ram es is  toseparate/ dis connec t e l ements , so a s toma ket h em ea s i ly  id en tifiable i n a q uicksc an o f a web page, by using whi t e s paces and geo met rics h ap esa nd als ob y a l t ernating and co ntrastingco l ou rs (Batema n , 2 00 8). 3.3 . Creat ing c h allengi ng brandwebsitesus ingm o des  We consid er thatvisitorst o a b r an d web sit e arese eki ng in format i onabout  a bra nd  produ ct or  s ervice.This means that they ar e read y toeng age in asem i oti c interac tion  with thebra nd.  Thevis i tors'  cha l le nge ,  afte r en t ering the we bsi t e ,implies sca n n i ngthe p age for re leva nt information an d  understanding  the w ebs ite ' s co nt ent and non-li nea rs t ructure,  a s Pace (200 4) concl ud e d. Di fferen t mode s may b e mo r e or l essdif ficult to  in te r pret, a nd  t h eir co mbin at ion ma y comp l icat e the meaning, bei ng di r e ctlyi nfl uence dby the" inte rpretative  space" (Yu en, 20 04).  Depe nding o nthe ty peof  signs ico n s, indexe s, sy mbols d ec odin g m essage s mi g h t bechal le ngi ng, while s om e  i ma g esrequ ire a  " visu al litera c y" (Debe s,1 968) in  o rde r to bed ec i p hered. Als o,trope s such as me t apho r s, meton ymiesand si miles r e qui re  specia l a t t ention to  give the rig ht  int erpretat io n. N ot  la st 
 which_they are_searching for (Skadberg &_Kimmel, 2004)._As_Pace (2004)_argues,_a poorly designed_interface may inhibit_the flow state because_of the excessive_efforts_required on the part of the visitor in order to achieve his informational goals._For_example, we_must_consider_that a website has two_types of structures: (1) a_logical one,_which refers to the conceptual organization and the_"reading_path", and (2)_a geometrical one, represented by its layout (Bateman, 2008)._In order to ensure an optimal_experience for their_visitors,_websites_are organized in a_particular manner that makes them intuitive_and user-friendly, by anticipating needs and_actions. In this respect, website designers imagine_possible "reading paths" (Kress, 2005), that_is "...the order by which_the reader_may process different episodes in_a multimodal text"_(Lim Fei,_2004, p.230), and_they should generally coincide with a_visitor's decisions during_navigation. Like other visual texts, websites_are_usually designed so_as_to_allow multiple_"reading paths", but_there_are still_some_preferred ones, dictated by the most_salient_elements on a webpage, as Kress and_van Leeuwen (2006) argue._Along_with salience, information value_and framing are very important_factors in terms of a website's_organization principle._While information_value refers to centred or polarized compositions, the role of frames_is to separate/disconnect elements, so as_to make them easily_identifiable in_a_quick scan of_a_webpage, by_using white spaces and geometric shapes and_also by_alternating and contrasting colours (Bateman, 2008)._3.3. Creating challenging brand_websites_using modes We consider that visitors_to a brand website are seeking_information about a brand product_or_service._This means that they are_ready to engage in a semiotic_interaction with the_brand. The visitors' challenge, after entering the_website,_implies scanning the page for relevant_information_and understanding the website's content and_non-linear_structure,_as Pace (2004) concluded. Different_modes may be more or less_difficult to interpret, and their combination may complicate the_meaning, being directly_influenced by the "interpretative space"_(Yuen,_2004)._Depending on the type of signs icons, indexes, symbols decoding_messages might_be challenging, while_some images require a "visual literacy" (Debes, 1968) in order_to be deciphered. Also, tropes such as_metaphors, metonymies and similes require special attention to give the right_interpretation. Not last