Why good web site design is hard to find
Web site developers are often asked to add 'more design' to a web site. By this, it often means more colours, animated logos and the like. However, really good web design is quite the opposite. When you don't notice the design of a site, but you do remark on how good an experience you've had, that's good web design.
Good web site design is not easy - it needs to perform several tasks, many which are at odds with each other. Good design balances the need of clarity, usability, branding and aesthetics within the constraints of what the technology can effectively deliver.
The most important aspect of a web site is its content. This is why your audience will visit the site. However, even good content, poorly presented will not make a web site that consumers want to use and will not communicate the brand and message effectively. Good design will reinforce the brand and message, enhance and compliment the content, without distracting from it.
The visual look and feel becomes the cornerstone on which the message, navigation, usability and content rely upon. Consistency across the whole site is important as it keeps the site looking as a whole, rather than disparate elements that have been glued together. This allows the visitor to quickly and easily recognise elements such as navigation, content and features as they move from page to page.
So next time you visit a site that's loaded with animated GIFs, pop-up banners and Flash movies that you have to wait ages for to download, ask yourself whether it's more design or good design that you need?
