Dos and Don'ts of Web Design
Developing a Web site is like creating a multi-leveled shopping mall. It is an architecture, not of shops, but of information. The heart of information architecture is the user interface, streamlining the process of getting to what you need without getting lost along the way. Below are some basic rules to stick to when creating the ominous and evolving thing called a Web site.
DOs
- Think strategically. A Web site can have many functions, but it is important not to lose sight of its overarching goal (is it a marketing tool, brand enhancement, information resource, etc.?) of the site.
- Work collaboratively. Designers need to understand how and what technology can work to your advantage, what can or cannot be done efficiently and effectively. Don't be afraid of programmers. Build a bridge making the effort to understand what they do and vice versa. The collaborative efforts starts before a project gets underway, continues during development, and should endure even after the design concept is approved.
- Have consistent navigation. Viewers need to get through a site. Keep the navigation system consistent in content and location. Frustrated viewers will leave and are unlikely to return.
- Get information close to the viewer. Three clicks to get to the key information is a good rule. Use real-estate wisely.
- Create a sense of place in the site for visitors. Don't lose viewers in the site. Help the viewer know where they are by highlighting the section on the navigation bar, as well as providing a header. Open a new browser window if they go outside the site. For larger sites [30 screens or more], always include a site map on the main navigation bar, and make it accessible from any part of the site.
- Be clear who you are designing for and consider how they will view the site. Like any design, have a clear definition of the target audience. If you are re-designing a site, see if the client has visitor logs detailing how people view the site: what browser and what connection to get to what content. If they are 'home users' be sure pages will download QUICKLY. No screens should be larger than 50K, max!
- Understand how the online medium differs from print in how one reads. Information is accessed in a non-linear way online, and oneÕs attention span is much shorter on the Web. Copy should be smart, fluid, and to the point.
- Keep the defined goal in mind throughout the project. The Web demands a new way to approach information and oftentimes the goal is expanded or revised. Avoid that at all costs. Instead, consider creating different versions, or editions of the site to accommodate additional content.
- Maintain the equity of the company's brand online. Amazingly, many companies do not maintain the brand image rules online as they do for other media. Be consistent.
- Make the experience interactive, truly interactive. Some industry leaders are trying to make the Web into a brochure or into television model. It is a completely different medium and requires a new approach.
- Make the site a resource. The Internet is huge and no site should be an omission. Threaded discussions are great. There are a plethora of off-the-shelf programs that are easy to install that allow viewers to speak to each other and tap into resources within a company.
- Have the site download quickly. Flat colors, black and white, small GIF files are a big plus. A big challenge, yes, but well worth the extra creative juices used to figuring it out.
DON'Ts
- Fight the medium. Big graphics are bad. Viewers do not necessarily view the site in a linear fashion so be sure the viewer remains oriented to the site on each screen.
- Use a physical place as a site metaphor. Do not allow a client to say, "I want it to be a village or "I want it to look like a room with many doors". It's not a room, it's a computer. 'Nuff said.
- Use technology for technologyÕs sake. Technical talent is nice, however, just placing it on a site does not represent strategic value in the site or the company it represents. Always use technology to draw attention to the content, not distract from it.
- Have looping animations on a "screen" with heavy content.
- Be an authority on intuition. Navigation must be intuitive to the user; this is easier written than done. Use informal [or better, formal] focus group testing on your user interface. Focus groups testing of the navigation system is highly recommended. It's always good to get a sampling of the target audience testing the UI.
- Approach the Web as without limitations. Designs must be flexible enough to work with different monitors, browsers, and platforms. Flexible design demands an open mind.
- Think if you build it, they will come. They won't. There are tens of thousands of sites on the Internet and yours will be missed unless traffic is driven to it. Use traditional media to promote the site and never underestimate the power of public relations.
- Launch anything until a THOROUGH debugging process has been conducted. There's nothing more frustrating than a link that leads nowhere. Test your designs on different monitors, browsers, and at various connection speeds.
- Design for large screens. Most people still have 14 inch monitors. Designing for a VGA screen [595 x 350 pixels) is a safe way to go.
- Design for anything less than 256 colors. It WILL look bad.
- Obtain information unless asked. Cookie technology is a dangerous bet. It may very well be spewed back to those who create it.