April 19, 2016
Now more than ever, aesthetics are indisputably important for brands. More often than not, how a product or page looks is largely determinant of whether or not a potential customer or viewer will remain interested. When you’re in the business of clicks and page views, aesthetics become exceptionally important, as user experience can be hugely indicative of your site’s SEO performance. The challenge, then, is to create a web design that offers an intriguing and pleasant experience from users and modify your current website design to adapt to changing trends. While images and infographics are a discipline all their own, there are a handful of structural, stylistic elements you can easily tweak and play with. Try employing some of these popular design elements to dust the cobwebs off your web layout.
Leonardo Da Vinci said it best, “simplicity is the ultimate form of sophistication.” There’s a reason people use Google more than any other search engine. The uncluttered layout, the calming and capable feeling the white space gives, and the general simplicity facilitates an easy-to-use search experience. In fact, studies have shown that complex layouts and flamboyant designs often result in viewer mistrust. If your site can be perceived as overwhelming, try simplifying the color scheme, creating more white space, and opting for landing pages that don’t bombard viewers with content.
Flat design refers to interface styles that avoid three dimensional elements (gradients, shadows, etc.). Rather, the emphasis remains on minimalism in style and color. Falling under the umbrella of the aforementioned simplicity, flatness in web page display creates a cleaner look. Stick to flat, sans-serif fonts and images on your site, especially for buttons and icons prompting a call to action. Aside from contributing to a more sophisticated look, it will help your site convert in a faster, more readable fashion on mobile devices.
The style and appearance of your text is an excellent way to showcase a bit of your brand’s personality. Typography sites have exploded in the past few years, gaining adoration and approval with audiences of all kinds. Using a signature font is an effective way of creating a “look” for your brand, and it works to hint at who the people behind the brand are.
Think: Pinterest. Smaller squares of content that make it easy for users to browse through quickly. Why it’s good for your web design? It exposes users to a lot of content through a tidy and appealing layout. Card-style architecture converts nicely on different devices (tablets, mobile), and it gives visitors a heightened sense of clickable control. Plus, you can arrange the cards by importance, relevance, and what you want seen first.
What seems like a mindless feature can actually be essential to improving your site’s function. Single page sites tend to perform incredibly well, and it likely has something to do with mobile users’ ability to scroll through content and manage their phone with one hand. Another way to bring scrolling into the user spotlight is to make it horizontal. It works well for a card design layout and can also be managed by mobile users in one hand.
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