The Web Designer has a fundamental task: to design and create a website capable of offering people an easy, engaging, pleasant and functional browsing experience.
Easy because everything within the website must be easily found, understandable and usable.
Engaging because the experience that people live must give them emotions that they will remember with a smile.
Pleasant because the navigation, the release of information, the purchase, everything must be done in such a way as not to create doubts or cognitive frictions.
Usable because every element, every content, every page must be functional, immediately understandable and easy to use.
How can we guarantee all this? There are 5 elements of Web Design you need to start from to design your website:
- The layout;
- The dimensions;
- The character;
- The contents.
Let’s analyze them one by one and remember that your goal is always to create websites like Weboost 472154 that know how to interpret and respond to the user’s needs, in every possible way, at the same time telling the brand with consistency and distinctiveness.
1. The Layout
The layout is the model, the pagination, the design that defines the structure of the website and consists of all the elements that it is possible and / or necessary to insert:
- structure and appearance of each individual page;
- position of the brand logo;
- location and appearance of the menu or menus;
- header and footer, which remain fixed on each page;
- structure, appearance and position of the contents;
- position and appearance of the Call to Action;
- appearance of the contact forms;
- contacts and all links to the brand.
The main role of the layout is to enhance the contents, giving them the right importance and favoring their understanding and use.
The layout helps people feel welcomed, understood and easily guess what they will find in the place where they landed and what they can do. A disorganized, distracting and cluttered, not very empathic and attractive layout will lead people to leave the website.
2. The color
Colors play a fundamental role in the design of a website, both because they tell the identity and personality of the brand that speaks and offers solutions to users’ problems and because each color has a precise effect on the perceptions and emotions of people.
Keep in mind that every culture has a different conception of color: while in the West white is the color of chastity and, therefore, it belongs to marriage, in the East it is the color of death.
Research and Neuromarketing tests have shown that, often, changing only the color of a content – for example a product sheet with a title and CTA green rather than red in a site whose colors tend to red – also significantly changes the click rate (CTR).
My advice is always to test. Keep in mind that men and women have different inclinations towards colors and that a lot also depends on the age groups. Of course, even the brand that tells itself needs to communicate its identity consistently.
Never forget to use the color wheel and, depending on the case and the objectives you want to achieve, to choose colors that are in harmony – it is the case of complementary colors and analogous colors – and / or that are in strong contrast, like black and white.
Once you have chosen the basic colors, associate them with each element and / or content and keep them consistently on every page of the website.
3. The size of the website
A Web Designer who makes the difference builds his website by customizing its dimensions for each connection device: smartphone, tablet, PC.
Websites, in fact, do not have a single dimension: users use them from always different places and devices and in each of these the browsing (and shopping) experience must be pleasant, engaging and easy.
Start by defining the layout of your website for smartphones, then move on to tablets and then to the desktop version. A fundamental principle of Web Design is: think to scale.
4. The character
The font is an essential aspect of Web Design: it helps users to easily read the content and understand it and enhances the information communicated.
Furthermore, each font has its own personality and transmits a specific message to the reader, which must always be consistent with the identity and intentions of a brand.
When choosing the website font, you have to take into consideration:
- Legibility, or the legibility of the font: thanks, thickness, spacing, line spacing;
- Readability, or the readability of the text: shape, kerning, letter-spacing.
My recommendations are three:
- Choose fonts that are consistent with the brand and with the message you want to communicate;
- Choose easily readable fonts and prefer contrasting colors compared to the background of the web page;
- Establish a font hierarchy. For example, Helvetica for H1 (the titles) and Calibri for the paragraph (or body of the text).
5. The contents
A Web Design is successful and succeeds in its action when it enhances the contents to be communicated: images, text, videos, downloadable resources.
The contents of a website are the heart of brand communication and must be:
- of real value and useful for people who land on the website;
- empathetic and persuasive;
- organized according to a logical-functional structure that favors the comprehensibility of both the content of the entire website and of each single message;
- easily usable;
- a bridge between brand and user.
My advice is to study and / or plan the Content Marketing strategy and only then design the layout and the entire Web Design.
Web Design: have your say!
In your opinion what are the most important elements for a successful Web Design?