“In the same way that a great concept is the foundation of a great logo, information architecture is the foundation of a useful Web site. Whether it’s in your face, or barely noticeable, an architecture needs to be clear and understandable and it needs to communicate. Architecture, navigation and interface design combined with visual branding, determine the overall user experience and influence the audience’s brand perception. The architecture is the foundation that supports a site’s navigation and interface design. As the foundation, it needs to fit the content and communicate the appropriate message.”