Internet is a fast moving arena where trends change at a drop of a hat. Some trends have a lasting impact while others disappear without a whisper. In an uncertain environment it pays to know the fundamentals. Indeed, cannibalization or emulation of other websites can only get you so far; the only way to gain and maintain lasting success is to practice the fundamentals - including coding, mastering software and implementing core web design features.
In my opinion, designers can create personal, engaging and memorable sites only if they focus on the following element of web design and development:
Planning: “Plans are worthless, but planning is everything!” Before starting anything, you should define the layout of your design on paper. Planning should always be done in conjunction with your client. This will not only help you identify the main objectives of the website, but also enable you to imbue the opinions of your client in your design.
By sketching out what the final production will be, you will be to gain a stronger overall concept of the project.
Simplicity: Web 2.0 is all about simplifying user interface and making things clean and easy for people to use. Therefore don’t fall for gimmicks. Good designs focus on making a site as user-friendly and attractive as possible. As a matter of fact, I consider user-friendliness more important than appearance; because nothing can beat the impact of fast loading, functional and easy to use website.
So take away the superficial, and restrain yourself from going overboard. A web designer’s job is to convey the message across as effectively and efficiently as possible – this is especially relevant as we are designing sites in the age of Smartphones, net-books, tablet PCs. Try to limit your choices to two or three colors, and avoid swirly vector effects (if possible). Google and Facebook can serve as good examples of this approach.
Fonts & Typography: Typography plays an important role in web design. In 2010 we saw big, bold and typographically rich fonts take over the web. This is essentially a part of Web 2.0 shift, as fonts move from being printer friendly to more web friendly designs.
Nevertheless it pays to know one’s Arial from Calibri (Body). As designers we must have a thorough understanding of what works best for a particular client, product or service.
Layout: Layout is the keel of a website. Every designer has his/her own design methodology. Good designers do not allow trends to influence their placement and positioning strategies. They do change their theme from client to client, but they do not let trends & fashions interfere with the overall goals of the website.
Sticking to the fundamentals and trying to gradually improve the layout scheme is the best strategy. Knowing your goals and the goals of the website are the keys to good layout design.
Enhancement: Good design is an evolution. Consider it as a process of refinements in which an idea is gradually shaped into a final product. It is an ongoing & continues process. Simply following the latest trends cannot make a good website. To make a good/enduring website a designer must objectively look back at his/her work and see if it actually fulfills the client’s requirements. It is a brutal process, and not one for the faint hearted.
Be original and do not settle for good; instead try to go for the best.
Web design, just like any other creative activity, demands practice, patience and perseverance. A command over these 3Ps can see you through anything and everything – including temporary web crazes. So keep working on your fundaments and do not get swayed by fads.
Johnny Huntington, Managing Director, Traffic Online JLT
