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For four years I worked in the
editorial department of a major Internet directory. My job
required me to search for and review thousands upon
thousands of Web sites. Oh, the horror!
I could tell you about the
company that misspelled its own name. I could rhyme off a
list of sites that had no contact information. I could
even show you the university site that had a navigation
button reading "Course Summery." But I won't.
Instead, I want to address the less obvious and the
overlooked: Web site aesthetics.
With more and more people
searching and using the Internet to find products and
services, a strong visual literacy has developed. Little
animated GIFs that depict a construction worker with the
words "Under Construction" blinking underneath
have gone by the wayside. Well, in most cases. These are
signifiers of "old school" design, when the Web
was young. Today, a certain design standard is expected.
What many companies fail to
understand is this: the site visitor is not a passive
viewer, but an active user of the site, forming opinions
about the site and the company it represents. The company
image is not what the company thinks it is, but rather
what the public perceives it to be. This encompasses the
textual and visual cues the company provides the
prospective client. Surveys have shown that Internet users
base Web site credibility on two primary factors - design
look and information/design structure. If companies really
understood this, one would hope that there would be less
horrific design on the Web.
Web site aesthetics support
the company's marketing strategy. Proper aesthetic design
can add value to a page by reinforcing a company's image,
strengthening brand identification and creating a positive
image in the public eye.
It is impossible to appeal
to every visitor's individual taste, but it is possible to
create a site that reflects the company's image and
elicits a positive response from viewers. Good layout,
colour, style and font type can influence the site user's
assumptions about the company, or its products and
services.
Businesses must understand
their demographic and appeal to that visual sensibility.
Too often companies are convinced by design firms try to
be something they aren't. Why an accounting firm would
need a Flash intro is beyond me. Invest in simple, clean
design that reflects the spirit and guiding principles of
the company.
Site attractiveness also
aids navigation and usability as well as adding to the
enjoyment and overall site experience for the user. One of
the main reasons that a user will leave a site quickly is
not being able to find relevant content. When the
aesthetics are good, the navigation buttons are easy to
read, clearly labeled and, lastly, quickly found and
identified.
Aesthetics are not
frivolous or wasteful. To ensure a successful site,
companies must not only consider the nuts and bolts of the
technical side of the site, but the visual appeal that the
site holds for the user. A well-designed site will be
cost-effective as it will last longer, create value for
the client and help market the company in the most
professional way. Good design aesthetics add tangible
benefits such as improved client response to the Web site
and a memorable and solid company image.
Copyright: A.C. Riley 2004
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About
The Author
A.
Charlotte Riley has worked as an Internet
editor, content producer, marketing writer
and researcher. She has a BFA from
Concordia University, majoring in
Photography. In her spare time she can be
found cooking, working on crossword
puzzles or hanging out with her daughter,
Kate. Contact: http://www.acriley.com |
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