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According to Jakob Nielsen, only 39% of the space of web site front pages is used for areas of user interest (when including browser tool bars and borders). In a study, the following use of browser real estate was found:
• Unused: 20%
• Navigation: 20%
• Content of interest to users: 20%
• Operating system and browser overhead: 19%
• Self-promotions (ads for the site's own stuff): 9%
• Welcome, logo, tagline, and other site identifications: 5%
• Filler (useless stock art, such as "smiling ladies"): 5%
• Advertisements: 2%
I especially like the "Filler (useless stock art, such as "smiling ladies")". This is properly what others would call "graphic design" or "branding" elements.
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