Web designers use familiar concepts to help guide visitors through a site. Market baskets and shopping carts evoke the physical analogy of placing products in a container as we shop. Icons are used as navigational devices to give visitors a sense of movement through a site. The web storefront also needs to visually convey a company's image and its products in a manner that is synonymous with its business objects.

Cyberspace must be built with the same attention to detail and architectural sophistication as the physical space in which people shop. The web presents similar issues: like the bank on the street corner that is built to look secure and trustworthy, a bank web site can use various design elements to convey a sense of safety and trust -- one that goes beyond the technical aspects of enabling secure transactions over the web.