Is an Over-Complicated Site Costing You Sales?
Clarity Is Everything. How "User Friendly" Is Your Site?
In general, we designers will often find ourselves preaching about
keeping things simple when it comes to our design... but is that
all there is to it? If all one does is achieve simplicity, will
that person produce a successful design as a result? Well, chances
are that they will be well on their way, but there is still more
to consider. I would like to discuss the reason to use simplicity
as a tool in the first place. Not for it's own sake, but rather
to create clarity in conveying information. This is the whole
point of graphic design in the first place... to communicate as
clearly and effectively as possible. Instead of the term "Graphic
Design," I would prefer it be called "Information Design."
Some tools that one can use to achieve clear and effective design
are: the use of subtleness, and the implementation of an obvious
hierarchy. The use of subtleness will help create an obvious
hierarchy. How can anything be important on a given page when
every second word is in bold, italics, highlighted color, 25pt
type, exclamation points... or worst of all, all of the above.
One has to be allot more subtle about things; competition
between elements in a given space is not a good thing (as a general
rule, there are exceptions). This way when something is highlighted
or stressed, a clear hierarchy is created. The use of subtleness and
simplicity, will create clarity and readability.
What is one of the first things to look at when you want to achieve
simplicity, subtleness and clarity? Well, to begin right, it is advisable to start
with the bare bones. Think about the underlying grid structure- should
you use a three-column grid, or a five-column grid. The use of a grid
structure when creating layouts should not become restrictive, it should help to create
consistency and order; and of course, consistency and order become the
skeleton for a good hierarchy. What is chosen all depends on the content;
how much of it is there, and how should it be presented? Remember, you may
understand the content, but that doesn't mean that everybody else does. The
content must be dissected and put back together in such a way that it becomes
clear and easy to follow for your audience.
Ok, so now you are on your way with a decent layout and the beginnings of
a good hierarchy. Don't get too comfortable... things can still go a-rye
if the typography (type) is not followed through properly. So far, things
are simple, orderly, consistent... but what to do with the type? STOP!
Don't do anything! Look at what you have, and remember what I said about
subtleness. I have seen too many designs ruined by the over-use of multiple
fonts, multiple colors, and multiple sizes. My rule of thumb is: use no more
than two fonts, no more than two colors, and no more than two sizes. The
idea situation is: a particular font, size and color for headings/subheadings,
and then a particular font, size and color for the body. Try not to
mix-and-match to many of the above; all too often people think that the more they throw
in the better. Not true. You will find that if you reduce as much of the
above variables as possible, you will have a much cleaner looking, and
easier to read design.
Another thing to consider is, which font to use. I prefer simple
sans-serif fonts such as Arial or Helvetica because they are clean and easy
to read, but Serif fonts such as Times New Roman can be readable and
appropriate in many circumstances. Script fonts, or any other hard to read
font should only be used in the rare situation that calls for it... and sill,
it should and must be legible. Perhaps the use of a special novelty font
can be well used in a page headline, if it suits the nature and tone of
the subject matter, but never as the font for the main body text. You
may think that some extremely illegible font looks cool, but please,
think about the viewer... after all, isn't it what THEY think that matters?
Have some mercy on all those eyes out there!
The same rule of simplicity applies to how you justify your text as well.
Be consistent with your use of text; it does not make sense to have one
body paragraph Left Justified, then the next body paragraph Centered.
Just the same, it does not make sense to have one paragraph wider than
the next if they are the same type of paragraph.
And lastly, I must stress the importance of being consistent. You might
have nice individual elements on your site, but if you don't have a clear
system in place, a "method" to the madness, then all your "neat" stuff
can go out the window. Be consistent! All in all, if you did everything I
have said so far, but were not consistent about it, then your design would
suffer greatly.
Just remember, if you start simple, be subtle when it comes to
emphasizing anything (especially text), and be consistent with layout
and hierarchy, you will achieve clarity... and of course when
communicating information effectively is crucial, clarity is everything.
About the Author
Doug Seidl is a member of Worldprofit's design
department at http://www.WorldDesignServices.com.
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