Abstract: Style

Unfortunately, when most people (myself included) look at a web site they are mainly interested in how the information is laid out, regardless of the actual content of the page. The interesting things about style, especially in connection with web pages, are the many different levels of style that can be implemented; there are styles of writing, page layout, color schemes and font types. The list can be almost inexaustible. The main focus I would like to look at is whether there is, as Jacob Nielson points out, one right way to build a web page; or if there are many equally good ways to present different types of information. It doesn't seem that one style would serve the best interests of a business site and at the same time cater to an academic site, and as with different levels of style on a page there are also an undefinable number of types of web page, all serving a different purpose.

Some of the questions I would like to answer are:

What are the most important elements of style on a web page?
Is there a better style for different types of web pages?
Even if two web pages are doing the same thing, should the style be geared toward a specific audience, or would this alienate a general public?
At what point does style dictate content? or content dictate style?
Are the two really inseperable?

I'm interested in hearing comments on this idea, so feel free.

Rob.