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
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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