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By: Doug Seidl, Fri Apr 14th, 2006
Is an Over-Complicated Site Costing You Sales?
Clarity Is Everything. How "User Friendly" Is Your Site? In general, we designers will often find ourselves preaching about keeping things simple when it comes to our design... but is that all there is to it? If all one does is achieve simplicity, will that person produce a successful design as a result? Well, chances are that they will be well on their way, but there is still more to consider. I would like to discuss the reason to use simplicity as a tool in the first place. Not for it's own sake, but rather to create clarity in conveying information. This is the whole point of graphic design in the first place... to communicate as clearly and effectively as possible. Instead of the term "Graphic Design," I would prefer it be called "Information Design."
Some tools that one can use to achieve clear and effective design are: the use of subtleness, and the implementation of an obvious hierarchy. The use of subtleness will help create an obvious hierarchy. How can anything be important on a given page when every second word is in bold, italics, highlighted color, 25pt type, exclamation points... or worst of all, all of the above. One has to be allot more subtle about things; competition between elements in a given space is not a good thing (as a general rule, there are exceptions). This way when something is highlighted or stressed, a clear hierarchy is created. The use of subtleness and simplicity, will create clarity and readability.
What is one of the first things to look at when you want to achieve simplicity, subtleness and clarity? Well, to begin right, it is advisable to start with the bare bones. Think about the underlying grid structure- should you use a three-column grid, or a five-column grid. The use of a grid structure when creating layouts should not become restrictive, it should help to create consistency and order; and of course, consistency and order become the skeleton for a good hierarchy. What is chosen all depends on the content; how much of it is there, and how should it be presented? Remember, you may understand the content, but that doesn't mean that everybody else does. The content must be dissected and put back together in such a way that it becomes clear and easy to follow for your audience.
Ok, so now you are on your way with a decent layout and the beginnings of a good hierarchy. Don't get too comfortable... things can still go a-rye if the typography (type) is not followed through properly. So far, things are simple, orderly, consistent... but what to do with the type? STOP! Don't do anything! Look at what you have, and remember what I said about subtleness. I have seen too many designs ruined by the over-use of multiple fonts, multiple colors, and multiple sizes. My rule of thumb is: use no more than two fonts, no more than two colors, and no more than two sizes. The idea situation is: a particular font, size and color for headings/subheadings, and then a particular font, size and color for the body. Try not to mix-and-match to many of the above; all too often people think that the more they throw in the better. Not true. You will find that if you reduce as much of the above variables as possible, you will have a much cleaner looking, and easier to read design.
Another thing to consider is, which font to use. I prefer simple sans-serif fonts such as Arial or Helvetica because they are clean and easy to read, but Serif fonts such as Times New Roman can be readable and appropriate in many circumstances. Script fonts, or any other hard to read font should only be used in the rare situation that calls for it... and sill, it should and must be legible. Perhaps the use of a special novelty font can be well used in a page headline, if it suits the nature and tone of the subject matter, but never as the font for the main body text. You may think that some extremely illegible font looks cool, but please, think about the viewer... after all, isn't it what THEY think that matters?
Have some mercy on all those eyes out there!
The same rule of simplicity applies to how you justify your text as well. Be consistent with your use of text; it does not make sense to have one body paragraph Left Justified, then the next body paragraph Centered. Just the same, it does not make sense to have one paragraph wider than the next if they are the same type of paragraph.
And lastly, I must stress the importance of being consistent. You might have nice individual elements on your site, but if you don't have a clear system in place, a "method" to the madness, then all your "neat" stuff can go out the window. Be consistent! All in all, if you did everything I have said so far, but were not consistent about it, then your design would suffer greatly.
Just remember, if you start simple, be subtle when it comes to emphasizing anything (especially text), and be consistent with layout and hierarchy, you will achieve clarity... and of course when communicating information effectively is crucial, clarity is everything.
About the author: Doug Seidl is a member of Worldprofit's design department at http://www.WorldDesignServices.com. Let us quote your design project! You get professional, experienced design AND Guaranteed Visitors to your site! Ask us how! Contact mailto:customerservice@worldprofit.com