Introduction

Designing a website is more than just making it look good; it’s about creating an experience that resonates with your audience, meets their needs, and aligns with your goals. In this article, we’ll explore traditional design principles that will help you build a website that is not only visually appealing but also intuitive, accessible, and effective. These principles leverage fundamental building blocks of human psychology and are used across industries including product design, marketing, software, and others.

The Importance of Design in Website Success

Your design is the first thing people see when they visit your website. It sets the tone for their entire experience and plays a significant role in how they perceive your brand. Your website is often the first interaction potential customers have with your brand. A well-designed website can build trust, encourage engagement, and drive conversions, while a poorly designed site can do the exact opposite. The difference between the two isn’t always obvious. Below are a few key concepts to consider to ensure your website is effective.

Design Elements

• Colors, Logos, Fonts, Shapes, and Other Aesthetics: Used to associate the brand with one consistent look.

• User Interface (UI): The web page contents itself; the buttons, images, lines, shapes, and tone.

• User Experience (UX): The felt experience a user will have by engaging with the predetermined click path of the website design.

• Brand Identity: The typical/average human feelings associated with the business upon seeing/hearing.

• Conversion Rate: The measurement at which website users are accepting the offer the website is making.

Understanding Visual Hierarchy

Visual hierarchy is the arrangement of elements on a page in a way that indicates their importance. It is noticed subconsciously and not registered as a thought in the mind of the user. Rather, this approach plays on the existing psychological tendency for the mind to scan for contrast, differences, patterns, etc. Leveraging visual hierarchy, you can guide your visitors’ eyes and attention to the most important information first. Below are techniques you can use to ensure your website is adhering to these valuable rules:

• Size and Scale: Larger elements naturally draw more attention. Use larger fonts or images for headings or key messages.

• Color and Contrast: Bold, contrasting colors can make important elements stand out. For example, using a bright color for your call-to-action (CTA) buttons can make them more noticeable.

• Positioning: The placement of elements on the page can also influence their importance. Items at the top of the page or in the center are often seen first.

• Whitespace: Don’t overcrowd your design. Whitespace (the empty space around elements) helps prevent clutter and makes it easier for users to focus on key areas.

Application: When designing your homepage, use visual hierarchy to prioritize what’s most important. For instance, the main headline should be large and bold, your CTA should be a contrasting color, and supporting information should be placed below or around these elements in a way that’s easy to follow.

Simplicity and Clarity

One of the most common mistakes in web design is trying to do too much. Overloading your website with too many elements, features, or pieces of content can overwhelm visitors and make it difficult for them to find what they need and might make them abort the mission altogether.

Principles of Simplicity and Clarity:

• Keep It Simple: Focus on the essentials. Every element on your page should have a purpose—if it doesn’t, consider removing it.

• Use Clear Navigation: Your website’s navigation should be straightforward and intuitive. Avoid complex menus or too many navigation options.

• Limit Fonts and Colors: Stick to a limited palette of fonts and colors to create a cohesive look and feel. Too many different styles can make your site look chaotic and unprofessional.

• Consistent Layout: Maintain consistency in your layout across all pages. This helps users know what to expect and makes your site easier to navigate.

Application: When designing a product page, for example, focus on the product images, descriptions, and CTA. Avoid adding unnecessary information or features that could distract from the main goal—encouraging the user to make a purchase.

Responsive Design

In today’s digital landscape, people access websites on a wide variety of devices, from desktop computers to smartphones and tablets. Responsive design ensures that your website looks and functions well on all these devices.

Key Aspects of Responsive Design:

• Flexible Layouts: Use flexible grids and layouts that adjust based on the screen size. This ensures your content is easily readable and navigable on any device.

• Scalable Images: Images should scale appropriately to fit different screen sizes without losing quality or causing slow load times.

• Mobile-First Design: Start designing with mobile users in mind. This approach often leads to simpler, more focused designs that work well across all devices.

• Testing Across Devices: Regularly test your website on different devices and browsers to ensure it functions properly everywhere.

Application: Imagine you’re designing a blog. On a desktop, the blog post might have a sidebar with related posts, but on a mobile device, the sidebar should disappear, and the post should take center stage, with related content appearing at the bottom.

Accessibility

An accessible website is one that can be used by as many people as possible, including those with disabilities. Accessibility is not just a legal requirement in many places; it’s also a key aspect of good design that ensures your website is inclusive.

Principles of Accessible Design:

• Contrasting Colors: For individuals with visual impairments, such as those who are blind or have difficulty distinguishing between similar colors, it is essential to use high-contrast color schemes.

• Text Alternatives: Provide text alternatives for non-text content, like images or videos, so that they can be understood by screen readers.

• Keyboard Navigation: Ensure your website can be navigated using only a keyboard, without the need for a mouse.

• Readable Text: Use clear, legible fonts and ensure there’s enough contrast between text and background colors to make reading easy.

• Scalable Text: Allow users to adjust the text size without breaking the layout of your site.

Application: If you have images on your site, make sure to include alt text that describes the content of each image. This not only helps with accessibility but also improves your SEO.

Consistency and Branding

Consistency is key in web design. A consistent look and feel across your website helps to reinforce your brand identity and makes your site more user-friendly.

• Brand Guidelines: Develop a set of brand guidelines that include your color palette, typography, imagery style, and tone of voice. Stick to these guidelines throughout your site. (aka Brand Kit or Design System)

• Uniform Elements: Ensure that buttons, headers, footers, and other elements are consistent across all pages.

• Predictable Navigation: Users should be able to navigate your site easily because elements like menus, links, and buttons behave in a predictable manner.

Application: If you’re creating an e-commerce website, make sure that the design of your product pages, checkout process, and confirmation emails all reflect the same brand identity, creating a seamless experience for your customers.

Engaging Visuals and Media

Visuals play a significant role in making your website more engaging. However, it’s important to use them wisely—too many visuals can clutter your site, while too few can make it feel bland.

• High-Quality Images: Use high-resolution images that are relevant to your content. Poor-quality images can make your site look unprofessional.

• Balanced Use of Media: Mix images, videos, and graphics in a way that complements your content rather than overwhelming it.

• Relevant Imagery: Choose visuals that reinforce your message and brand identity. Avoid using generic stock photos that don’t add value to your site.

• Optimized Media: Ensure that images and videos are optimized for the web to avoid slow load times.

Application: When designing a homepage, consider using a hero image or video that captures the essence of your brand. This visual should be the focal point of the page and set the tone for the rest of the site.

Content and Typography

While visuals draw people in, content is what keeps them engaged. Typography plays a crucial role in how your content is perceived and should be chosen carefully to enhance readability and convey your brand’s tone.

Key Considerations for Content and Typography:

• Readable Fonts: Choose fonts that are easy to read on all devices. Sans-serif fonts like Arial or Helvetica are generally good choices for body text.

• Hierarchy in Typography: Use different font sizes, weights, and styles to create a clear hierarchy in your text, guiding the reader’s eye through your content.

• Line Spacing and Alignment: Ensure proper line spacing and alignment for readability. Avoid text that’s too close together or misaligned.

• Concise Content: Keep your content concise and to the point. Visitors often skim rather than read, so make your key points stand out.

• Tone of Voice: The tone of your content should align with your brand’s personality. Whether it’s formal, friendly, or humorous, consistency in tone is key.

Application: On an “About Us” page, use a larger, bolder font for your headings, a slightly smaller font for subheadings, and a standard size for body text. This creates a clear hierarchy that guides readers through your story.

User-Centered Design

At the heart of all good design is the user. User-centered design (UCD) is about creating websites that are tailored to the needs, preferences, and behaviors of your audience.

Principles of User-Centered Design:

• Know Your Audience: Conduct research to understand your audience’s needs, challenges, and preferences. This information should guide your design decisions.

• User Testing: Regularly test your designs with real users to gather feedback and make improvements.

• Empathy: Put yourself in the user’s shoes and consider their experience as they navigate your site. Think about their goals, potential frustrations, and the overall journey you want them to take.

• Iterative Design: Understand that design is an ongoing process. Use feedback and analytics to continuously refine your website to better meet user needs.

Application: For example, if your audience consists of busy professionals, you might design your website to prioritize quick access to key information, minimizing unnecessary steps and distractions.

Calls to Action (CTAs)

Calls to action are crucial in guiding users toward the desired outcomes on your website. Whether it’s making a purchase, signing up for a newsletter, or contacting you for more information, CTAs are the driving force behind the results (or lack thereof) on your website. Here’s how you can ensure you design an effective CTA:

• Use Clear and Compelling Language: Action-oriented words that leave no doubt as to what the user should do next. Phrases like “Get Started,” “Sign Up Now,” or “Contact Us Today” are direct and effective.

• Place CTAs in Prominent, High-Visibility Areas: Such as at the top of the page, at the end of content, or at the end of a sales pitch.

• Design Elements: Ensure CTAs stand out by using contrasting colors, bold fonts, and plenty of whitespace around them. The styling of the CTA would refer to the Brand Kit/Design System.

• Tailor Your CTAs to the Context Around Them: For example, a CTA at the end of a blog post should relate directly to the blog’s subject matter, encouraging readers to take the next step related to what they’ve just read.

Example: Imagine you have a landing page for a free eBook. The CTA should be prominently placed and might read, “Download Your Free eBook Now,” encouraging immediate action from the user.

Conclusion

Design is both an art and a science, requiring a balance of creativity and strategic thinking. By understanding and applying these core design principles, you’ll be well on your way to creating a website that not only looks great but also delivers a superior user experience, fosters engagement, and achieves your business goals.

Remember, the most successful websites are those that are designed with the user in mind, prioritizing clarity, functionality, and aesthetics. As you continue to refine your website, keep these principles at the forefront, and don’t be afraid to iterate and improve based on user feedback.

This article has laid the foundation for designing an effective website. Next, we’ll dive into the specific tools and platforms you can use to bring your design to life, ensuring your website is not only beautiful but also built to succeed.

by: Philip “Zeke” Gentle, founder of Gentle Media and Certified Scrum Master