Web Design: Start With the Basics

Have you ever arrived at a visually stunning, interactive website only to bounce as soon as you determined that finding usable information was just about impossible? I have. That’s why I think that the DMNews’ article Designing a Web site that Captures Consumers was right on target: simplicity and ease of use are a critical starting point.

Unfortunately, businesses interested in having a website created often begin with a long list of required features and functionalities rather than focusing on the goal of making the site simple and easy to use. No, these basics aren’t sexy, but they are critical components to creating the foundation of a good website. Only after the creation of a solid base, should a web designer look to create the “wow factor;” of course it’ll be a lot easier without being saddled with the preconceived notions of what the business thinks it needs.

To be clear, I’m not suggesting that any business approach web design without specific likes, dislikes, color schemes and functionalities in mind, but I am suggesting that it’s wise to approach the project with an open mind. This will help those designing the website to build a strong foundation based on simplicity and usability, not to mention SEO (Search Engine Optimization). Only after ensuring the basics are in place, can a firm create the visual appeal that will capture the interest of users in a way that will have them coming back for more.

A big part of making a site simple and easy to use is adhering to a few common guidelines. Among several mentioned include:

Understandable Structure – Information should be arranged in a manner that is understandable and logical to the user, which should increase utility to the user. For example, a more understandable method to offer items in a restaurant items may be by type of meal (breakfast, lunch, dinner) rather than primary component (vegetables, chicken, beef, fish).

Standard Navigation – Use a common and understandable navigation whenever possible. This can included a regularly used horizontal or vertical navigation including drop down menus. Avoid items that are not intuitive and force a user to think. No matter how cool it looks, don’t do it.

Consistent Branding – Discrepancies in logos, typefaces, color scheme and overall branding create questions in the mind of the user and should be avoided whenever possible. What would you think of a business associate that uses a year-old business card with all of the necessary contact information changed by hand?

While these are fairly simple to understand, it’s easy for a business to get caught up in the shiny object syndrome prevalent today. Web 2.0, Flash, vivid graphics and the tendency to try to put too much information in a limited space can easily overwhelm a website rendering it useless. Companies interested in a new or rebuilt website should gather their wants and needs with a clear understanding of how these tools will help the user (and the company) achieve the desired goal.

Bill Rowland