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Keep your website fresh. Keep
it credible.
Ten ways design can help.
According to a survey published in Consumer
WebWatch,
“design look” was
mentioned most often by participants evaluating the credibility
of a website. This underscores the value design brings to the message.
Impressions matter.
It might be time to reinforce the credibility of your site. Here
are ten design steps you can take to help ensure yours is making
the right impression:
1. Picture this.
Update your website’s photography or illustration. New graphics
can breathe life into a site, especially for return users. For a
new dimension, use scripting technologies that refresh a new graphic
each time a user returns to your site.
2. Repaint the place.
Liven your pages with a new color scheme. Don’t go overboard
with too many colors, as this can be distracting. However a consistent,
core color scheme can aide in site organization while reinforcing
your brand.
3. Make it easy.
Is your site's navigation system as friendly as it can be? To ensure
all areas of your site are being reached, consider updating the
look, placement and/or structure of the navigation. The subject
structure and terms or words that comprise the navigation may benefit
from retooling and rewording.
4. Speed it up.
Graphic files, when not prepared correctly result in poor display
and extended loading time. Optimize your site's graphics for best
display and loading speed.
5. Animate.
Animation has gotten a bad rap. 90% of the time, it’s used
for animation’s sake—and not to add value to the message.
This is where design makes a difference. Most users will skip a
Flash introduction, but will be “blown away” by an animated
graphic that makes a complex concept understandable.
6. Blow your horn.
Your website doesn’t need to be another silent movie. The
key to effective use of sound is to use it appropriately. Sound
or music should compliment the site—and your brand and not
overwhelm users in volume or style. Sound can be used to enhance
animation and navigation. The addition of simple sounds to key areas
of your site can add a new level of sophistication. And when done
effectively, will not add significantly to page loading time.
7. Point the way.
Restructure your site’s content to make it more accessible
and user friendly. Vital content should be pulled to the forefront
and presented in the most simple and succinct terms. Break up large
areas of text with headlines, pull quotes and hyperlinks. Unlike
with print media, web readers don't necessarily read in linear order,
but skim for the major concepts and explore from there. Lengthy
areas of text can frustrate a user seeking specific information.
8. Watch the expiration date.
Replace old content with current information and news as often as
possible. Consider a content
management system so you can do it yourself.
9. Convert the non-graphic text areas of
your site to Cascading Style Sheets. Unlike
standard HTML text styles, Cascading Style Sheets (CSS) allow for
greater control and more choice of fonts, type size, and paragraph
line spacing. In addition, CSS text displays more consistently from
browser to browser, and cross platform.
10. Supplement your site with user
interactivity. This can include surveys,
forms, games, etc. These types of participation tools not only add
interest to your site, they can also provide you with valuable feedback
from your core users, clients and customers.
* * *
wet*ink is published by Bremmer & Goris
Communications. Each issue is packed with information and useful
insights into marketing design and communications issues that affect
your business life.
© 2003 Bremmer & Goris Communications.
All rights reserved.
Bremmer & Goris Communications
multiple media. one brand.
1908 Mount Vernon Avenue
Alexandria, Virginia 22301
703.739.0088 • www.goris.com
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