Do you create websites, or web experiences?
One of my friends, a web designer by the way, has recently come up with the following statement: “A Web design is more than what meets the eye, the ultimate purpose of a design is in the efficient communication of the ideas behind it. After all, It is all about the communication” I thought, it is great to be able to express ourselves through our projects, not only graphically but also using appropriate words. Yet, are graphic designers capable of doing so?, they aren’t professional writers after all.
Meet the heart of your design
While many of your clients may say “Come up with your design first, then we will fill it up with some content” this attitude may prove wrong in the long distance. Since designing should be about communicating ideas and becoming the creator of experiences, a web designer should stop perceiving himself just as a pixel designer. If you want to be noticed in the industry there is not better way then to create your unique style. But if you strive for becoming a successful web designer don’t just design it but learn how to write it well.
At this point you may ask the question, “what does it take to write well?” The answer is: “Build communicative pages that crate positive user experience”. It is true that a webpage design should fulfill its primary function. If we build an educational page - let it be clear, concise and informative within its content and structure. When treating lighter topics like entertainment, on the other hand - you should make it possibly friendly and fun. In both cases always consider user’s feelings.
A brilliant example of a site with well recognized positive atmosphere is Flicker. This positive experience isn’t triggered by uploading and tagging, nor by black text on a white background. Photographs themselves surely bring in positive user experience but I cant hear anybody talking about how much fun Ofoto is. The point is that it is all about writing. Just have a look at their writing style. Flicker’s old fashioned way - “Salut, Hola, Shalom!” - generates friendliness. Whateher you do, either upload a photo, or submit the related text welcomes you in its happy and encuraging manner. This is the way to impress your visitors positively.
Some other example that I can think of is a weekly newsletter photojojo.com. They work twice as much to boost users’ experience. You can came across phrases like: “Dude, you rule.” once you have clicked on a confirmation mail or “No spam what-so-ever”, “Yippee” instead of “Submit” - they all build nothing but home-like atmosphere making you want come back more frequently. Since web is not only about getting new visitors but keeping the old ones too, think how crucial
your writing style is.
It is the text and message it passes on the visitors that lie in the very heart of your design. However well picked colors or graphics (elements which designers are frequently concerned with) they cannot replace or complement what misses
in the text section. Design wisely; make your text a mixture of keywords that are important from the marketing point of view but also make it possibly appealing to the reader.
Do you hire a designer?
You may not be into the world of designing and may want to hire a designer. The strength of websites is in their interface and its ability to communicate. Ask you designer about every single aspect of the site like titles, navigation buttons, headers and his general word choice. Never leave such decisions for designers only, become an active owner of the site. If it takes additional classes or online research, do it to raise your awareness in this respect. Yet, one of the best solutions is finding a designer who can think beyond some graphical schemes and see your site the way user does.