In my previous article I discussed the need to have a Web site reflect or embody the strategy of the business or organization in order to be successful. That strategy is embraced by the core components of Web site construction which are:
- Design: the presentation of the Web site’s assets.
- Interactivity: the level of engagement between user and Web site.
- Navigability: ease of moving through the information.
- Usability: the sum of the previous three components (for more on usability see Jakob Nielsen).
Again, using our neo-Socratic method of learning let’s take a look at Web site design.
Question: What is Web site design?
Answer: This is a loaded question! Design could mean how the site is organized and constructed. In this case I mean the aspect of appearance. Is it attractive or hideous? Is it organized or jumbled? Does it draw the visitor in or repel them away?
Q: O.K. What makes one Web site appear better or worse than another?
A: A Web site should have a uniform style that is the result of the consistent use of color, graphics and text. That style should flow throughout the site.
Q: Is that all it takes to create a good Web site design?
A: Professionalism is also important. The style must look current. A great looking Web site from ten years ago will look archaic today. The artwork, or blend of color, objects and text, must be appealing.
Q: Isn’t everyone’s taste different?
A: Correct. And that is why only a few pieces of art make it to museums and most of the rest makes it to trash heaps. Professionals know how to see the differences.
Q: How can one learn to tell the difference?
A: There are many Web sites devoted to judging Web design such as the Web Marketing Assocation Web Awards. There is also a site for the most common Web site mistakes by Nielsen. And there are some excellent books. My favorite is the simple but brilliant Don’t Make Me Think by usability expert Steven Krug. If you don’t want his book at least check out his blog.
There is also a great conference called Voices That Matter. It is held in Nashville in June and is one of the top Web design conferences.
Next time we’ll discuss interactivity which is all about how to make a Web site playful.
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