Web design is easier today than it was a few years ago – right? There are modular systems, numerous tutorials for HTML & Co. and the trend towards more minimalist design without plug-ins à la Adobe Flash makes visual design even easier. Unfortunately, this assumption is not entirely correct: Outstanding design dispenses with the website construction kits mentioned simply because they often produce very similar, standardized results – and everyone has the standard, which is why you cannot use it to set yourself apart from the competition . In this article, you will learn what you should pay attention to when it comes to modern web design and how you as an entrepreneur can benefit from it.
What is design excellence?
Basically, there is no magic guideline that you simply have to follow in order to design the most beautiful website in the world. Excellent web design is made up of many smaller components that add up to create a harmonious whole. The result is a website that your target group likes to visit and that will help you both in the private sector and in business.
Let’s address a simple question first: Where is the user looking?
The attention span of the average internet user is shrinking. Ideally, you should convince visitors to your website after just a few seconds that they will find what they are looking for here. If our potential reader or customer has to find his way around first, he will quickly jump off and look for the information elsewhere. Keep in mind: All information is also available in other places on the Internet, each product is also offered by a different online shop .
Therefore, you have to captivate your visitors immediately – and you can do that with contrasts, among other things. A light blue font on a dark blue background is readable, but it doesn’t catch the eye. The same text in orange, on the other hand, magically attracts pairs of eyes. Of course, this simplified example does not mean that you should simply flood your website with contrasts. But they are a useful way to draw attention to special offers, new items or a new feature on your website.
colors and shapes
Color psychology is also important: blue is calming, orange and red make you want more, gray radiates a certain restraint and seriousness, and so on. You can not only use the choice of color to convey emotions, but also to display your corporate identity. If your company is associated with a certain color within your target group – such as Deutsche Telekom and its famous magenta – you should also use this color group on your website. Ultimately, the website is also a marketing tool, so there is no reason to go completely different ways here.
You can also use desired asymmetries – for example in connection with images and writing . If you run a news portal for a specific industry, you could place two articles next to each other. Feel free to inflate the overall more important article a little oversized and let the other one shrink a bit. This automatically draws the reader’s attention to what you consider to be the more important article. Overall, asymmetry always attracts attention. We expect symmetry on most websites, and while it looks subjectively beautiful, it doesn’t look particularly spectacular. Well-measured irregularities can therefore help you with web design.
Web design is everything – right?
No not at all. You can see great visual features as half the battle, but usability must never suffer as a result. “Style over substance” may work in some films, but this motto has no place in website design. From the ability to navigate the site without any problem and an appealing look, you must try to form a homogeneous unit. Only when the website is easy to use does the length of stay increase – and of course that applies to PCs and notebooks as well as smartphones and tablets. You should serve these form factors all at once, which is easiest to do with responsive design.
What happens if you ignore usability is quickly explained: Customers who visit your online shop, for example, but are deterred by the poor navigation, quickly leave you again. Bounce rates increase and your conversion values plummet. You may get more unique visitors per month as Google and other search engine also scrutinize the design and therefore bring you more visitors. But that doesn’t help you if the length of stay doesn’t increase as well. What do you want with many visitors who leave the shop after a minute?
So don’t put web design on a high pedestal and ignore everything else. Only a fusion of usability and design brings the desired result in the end.
The target group in mind
Even before the conception for the new design you should think about who you want to address at all. You could of course keep the website for a lawyer in the same colors as the page of the show with the mouse – but we can guarantee that this choice of color and shape does not correspond to the target group of lawyers.
Therefore, think carefully about who you want to address beforehand. Children like colourful, large symbols and fonts that are just as large are in demand. Elements are welcome to move, yellow, orange and similar warm colors are the trump card here. A contact point for young people can also seem a bit chaotic, here you can dig deep into the pot of the asymmetries mentioned. Ultimately, however, the theme of the website determines the design: symmetries and subtle colors – dark blue, light gray, black – always radiate seriousness. Colors like white are very suitable for a dental practice – or in general for industries where hygiene, health and cleanliness are important.
You see, nothing is as important as aligning the design with the target audience. If these people don’t feel at home, they’ll quickly bounce off – no matter how good the content on your site is.
Good web design as the key to more success
We have shown you some examples that are relatively easy to implement. With a little know-how, it is possible to make websites appear much more attractive in the eyes of your target group. If you run a private blog , you increase the number of your regular readers. If you are an entrepreneur, excellent design is directly linked to the success of your business.
If you pick up the customers within the first few seconds and you can convince them immediately of the advantages of your offer, you may have found a new customer – and they will ensure sales, profit and ultimately the future growth of the company. Plus, you’ll have “peace of mind” for years to come if you choose progressive, modern web design right from the start. Because: The importance of good design is becoming more and more important. Bing, Google and other search engines no longer only examine the content, but also the presentation of the content – which means that the design is also a part of SEO .
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