“The strength of an image lies many times in what we exclude from it.  Putting more things into a scene can often dilute the strength of the message. Keeping it simple is key.”

Web designers would do well to follow this advice.  Similar to creating a landscape, creating a web site should isolate and focus on what’s important by carefully selecting and streamlining graphic components.  We create something ugly and unfriendly when we clutter a page with multiple ideas, extraneous information, or unnecessary functionality.  Choose one idea and execute it well.  Don’t add stuff just because you can.

Redundancy

For an example of what I’m talking about, let’s visit the Harvard Parks & Recreation web site.  The left column provides links to the rest of the site.  When I mouse over the Main Page tab, the same content links appear (see screen shot on the left).  Why do I need to see the same links twice?

Ugly Graphics – and lots of them

There are three different graphics on the home page.

Landscape photo – used as background for title. Note the gray, out of focus, pixelated photo.  If you can’t find a great photo locally (hard to believe), why not spend $3 for a decent image from iStockPhoto?  The landscape theme is relevant, though.  The message it conveys is “lake/recreation/swimming/boating/fishing.”

Tree logo in the left corner. Suggests a conservation theme.  Relevant?  Not really.

Lawn – close up photo used as background. The obvious message to me is lawn care. Also worth noting are the unnecessary functions that create more visual clutter.  The text next to the check box is barely legible.  Just because it’s easy to count and display visitor numbers, doesn’t mean it should be included.

Three different graphics with three different meanings create visual and mental confusion.  Extraneous functions and poor design contribute to usability issues.

A Simple But Effective Layout

An example of a simple yet effective web site is that of screenwriter Zen Freese.  The coffee stain graphic, the horizontal lines, and the tape are things that remind us of the writing process. We write at our desk, cup of coffee on top of the last draft, taping the latest revision to a page in progress.  Our tools, represented by the two fonts, are a typewriter and a pen.  The message is clear.  Nothing extraneous distracts us from the message.

Web design is about common sense way before it is about how much functionality or other junk you can stuff onto a page.  Keeping it simple for both impact and usability is key.

Commentary by Smart Alice Web Design, smart web design for businesses who want a unique and effective presence on the internet.

How many businesses get caught up with slick, flashy web design but forget to take care of basic information? How many times have you had to click Contact Us to get to a phone number? I’ve visited sites where the phone number or location are seriously buried.

If you want people to call you or locate your place of business, put that information in a prominent location on every page, and never beneath the fold. Consider other factors that contribute to visibility: contrast, font size and color, reverse type, and so forth.

Check out these business sites and see how long it takes you to find the phone number.

Analysis by Smart Alice Web Design, smart web design for businesses who want a unique and effective presence on the internet.

Copyright 2009, Alice Gebura, All Rights Reserved.

I detest advertising. We all do, that’s one reason why TiVO is so popular. Advertising invades our mind space without asking our permission. When a web site is more flash than info, it starts to look like a TV ad. Instead of pressing the Fast Forward button, I’ll just click to another web site.

There are instances when motion graphics are useful. For example: slide shows for art galleries, photographers, etc. Or, high quality embedded videos when they are relevant, make me laugh, or teach me something. One of the keys to success, if you’re going to put something flashy on your site, is to give control to the visitor. I don’t want to passively sit while something runs. That’s why I always click Skip Intro (you know what I’m talking about).

Why Do It?

Why do web developers build junky animation? It seems, because they can. Here’s an example. If you go to the Longy School web site, you’ll see Latest News scrolling vertically on the right. Since it’s moving, I can’t read it. So what’s the point? This site also has a video tour of the building. I care about ambience only when I’m booking a hotel room. Irrelevant information just creates visual clutter.

Award Winners

Beantown Web lists its picks for best web sites in 2008.

There are some cool sites listed here. My favorite is James Zabiela’s site. He’s a high tech DJ so it makes sense that his web site puts on a high tech show. I like this twist: instead of placing motion graphics against a static background, he puts motion graphics in the background and places static text over it. I also like the sleek and elegant music player he provides unobtrusively in the upper right corner.

What’s Appropriate for You?

A super flashy web site is expensive to build. Keep in mind it also screams “high priced” to visitors. It could scare off potential customers who might infer you are too high priced to do business with. What is your message and do motion graphics enhance or undermine it? Know your target customer. Make the site comfortable for them. And, put them in control of the graphics.

Analysis by Smart Alice Web Design, smart web design for businesses who want a unique and effective presence on the internet.

Copyright 2009, Alice Gebura, All Rights Reserved.