Ben Hunt is the author of “Save the Pixel – the Art of Simple Web Design”, available as a PDF e-book (£15)
It turned out that having a reflecting logo, lots of clever functionality, or a catchy message didn't matter a jot. The only things that made a positive difference were clarity and ease of use.
This experience helped crystallize something in my mind.
The vast majority of design isn't about making stuff look good. It's about making something that does a job well. When it comes to the top line, sex really doesn't sell. Shiny Web2.0-effect graphics, professional-looking logos and trendy fonts really don't factor compared to the really important steps of:
- Working out what a web site needs to do, and then
- Making it achieve that as simply and as transparently as possible.
Following good basic graphic design principles will produce something that has a kind of natural beauty to it. Having a clear focal point, a well-spaced “getable” layout, readable text, obvious and transparent navigation, well-written copy and appropriate imagery will produce a web page that feels natural and right, whether or not it gets your heart going.
Jazzy visuals are secondary. They can't help make a page feel simple, clean, and easy, so whatever benefits they deliver are minor.
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