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Benefits of Good Web Design |
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Let's examine how important Web Design is to the success of any
Web-based marketing campaign. In a September 2003 report from Forrester
Research titled "The Best and Worst of Site Design, 2003" the authors
stated, "Most of the problems we found were self-inflicted wounds
resulting from site managers who naively allow designers to: hide
value, turn interfaces into dexterity tests, favor “white space” over
information, and leave users hanging.”
The traps are subtle, but good
design is a triumph over more than the pitfalls. Good design is the
result of a process of deep thought. And therein lies the biggest
benefit of good design: visitors to the site who are thinkers know that
the designer is a thinker. They know that the designer was not acting
out of ego, but of thinking of the needs of others.
Sites that exhibit good design—those that anticipate the needs of their
visitors, prospects and patrons—are directly rewarded with ROI: return
on investment. Using scenarios and personas to truly step inside the
visitor’s likely situation(s) give designers clear priorities in the
numerous decisions around navigation, use of imagery, arrangement of
content, linkages within the site, and required functionality. Without
clear objectives and a firm grasp of the audience, misuse of the
opportunity to communicate value to each and every visitor is the
likely outcome.
Using technology to dazzle does little to convey
meaning, much less compel thinking customers to stay. For those who use
the Web as art, technology prowess is fine. For those who are intent on
conducting commerce and generating qualified leads, the name of the
game is conscientious, concise, controlled experience of the features
and benefits of the products or services the site owner offers.
There is more to achieving a site’s objectives than good design, the first view of a
Web site is the visitor’s impression of the whole site formed. If it’s
not positive, the rest of the site and its intent is fighting an uphill
battle. Thinking becomes the most important step in any site design.
Who are the visitors? What are they looking for? What is their
situation, are they rushed? Are they knowledgeable? Are they looking
for opinions or facts? Are they the kind of prospect the site owner is
looking for? Knowing the answers to those and more questions will
better inform a designer than any images, cool Flash techniques, or PHP
application. web design makeovers, web interface design, web site
design, website design |
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