Indifference towards people and the reality in which they live is actually the one and only cardinal sin in design.
1.
Innovative.
Your website deserves to be brand new and not templated. Each website should be made uniquely for that company. It should not be an imitation or a derivative version of what came before. Innovative design can sometimes feel risky, it doesn’t match an existing design or references, people might worry whether the boat has been pushed too far out. Luckily, the other items in this list hold this entry (and each other) in check. An innovative design created with intent and experience shouldn’t alienate any of your website’s users.
2.
Useful.
Websites should be designed with an overall intent and should be useful to both the people/company whose website it is, and for the users of the website.
The use case of the website should be at the forefront when considering the design. What is the intended purpose of the website? How easy is it to use the website to achieve this goal?
...but timeless styling with colour usage involves a careful choice of contrasts and hues that influence the experience of using the website.
3.
Aesthetic.
4.
Understandable.
A well-designed website should be easy to follow from the navigation menu to each individual page, the intent should be clear- where you are and where you’ll end up. There should be consistency in the design language so that the user can expect certain results based on previous interactions. The wording throughout the site should be understandable for users with even the most basic understanding of written English. Clearly labelled buttons and links, alt text on images, no exclusive jargon. Forms that aren’t frustrating to fill out. Building a website that is understandable and accessible is better for everyone, widening your net.
5.
Unobtrusive.
The website should avoid using elements on the page that intrude on the user’s experience, or on too much of their screen. Someone using the site should not feel stuck or trapped because of a large or recurring pop-up. At any point a direction should be clear, there should be a way to navigate or a call to action. The least amount of work should be done by the user to reach the intended purpose of the website.
6.
Is Honest.
Your website should be honest to the voice of your brand. It should also be honest to the product or service being sold. The website should not make a false representation of what is achievable through its use. Does the website make it seem like you can purchase an item only to get to the end of the product page and there’s no way to add to a cart? A good design will have considered all these things so that users don’t feel cheated.
7.
Long-lasting.
Things change quickly with website trends; it can be quite difficult to create a website that really stands the test of time, because the standards constantly change. However, the website should be created in such a way that the style and build are somewhat future-proofed. Good websites shouldn’t just unthinkingly follow trends, good, timeless style will carry a website for longer without major updates every couple of years.
8.
Thorough Down to the Last Detail.
None of the design should be left down to chance. All assets on the page, from the menu to the background graphics to the images should all be considered based on the use case, matched to the design language. Everything should feel consistently designed, and attention and care paid by the designers and the developers should be felt throughout.
9.
Environmentally Responsible.
The website should lower energy usage by trying to use system fonts rather than custom ones, and images that are at a conservative resolution. Changing image format from PNG to Webp is more efficient as the file sizes are smaller and will load quicker. Another way to increase efficiency also greatly improves the user experience- ensuring that the customer journey is no longer than it needs to be.
10.
Involves as Little Design as Possible.
No part of the website should be over-designed. The design should be filtered down to its most simple form without sacrificing any of its functionality, in fact, the simplification should aid the functionality of the site.
How well does your website follow the principles of this iconic functionalist designer? If you feel your new website could do with some design cues from this list, or if your current website needs a bit of tweaking, then contact us today, we’d be happy to talk about what we can do to take your website to the next level.
