| Web design is primarily
concerned with the organization and presentation of
text-based content. This requires metadata, classification,
navigation, search, layout, and graphic design skills.
A previous article, "Information Architecture
Versus Graphical Design," not surprisingly, drew
negative feedback from graphics designers. It was
rightly pointed out that Web design must embrace both
disciplines.
However, I wanted to make a clear point: The role
of Web graphic design has been vastly overhyped. It
has a function in information architecture, but a
minor one. Much more important are the skills of metadata,
navigation, and search design.
One designer berated me for not understanding the
link between information architecture and graphic
design. He accepted that text-based content was indeed
the raw material from which most Web sites are built.
I was impressed by his argument and decided to visit
his Web site.
The Web site was unimpressive. The home page was
a playground of moving graphics. Beside the main body
of text was a series of large arrows that alternated
between moving from left to right and fading in and
out of focus. Because of all this movement, trying
to read the text on the page was made more difficult.
I have come across this repeatedly from a great many
graphic designers. These designers are wedded to what
is cool -- to what sparkles, shines, and moves. They
design Web sites that often actively discourage the
fundamental activity that the Web was designed for.
And what is that? Reading.
Let's repeat the word: reading. People spend most
of their time on the Web reading. They read a Web
page (it is called a "page"). They read
search results. They read their way through a purchase
process. They read a discussion forum. They read their
way through "chat." They read the instructions
that allow them to download audio and video.
When designing a Web site, you need to focus on two
things over and above everything else:
Helping visitors find the information they need as
quickly as possible
Presenting this information in the most readable
format
In Web design, you should plan for rigidity in the
organization of the content and flexibility in its
layout. For example, once you've placed the "Home"
link in the top left-hand corner of your Web site,
it should stay there for the next 10 years. That's
because your regular visitors will get used to navigating
their way around your Web site. Changing navigation
will confuse your regular visitors, who, by definition,
are your most valuable customers.
Flexibility is required in how content is laid out
because the actual content on a Web site should be
continuously changing. This week you might wish to
push one particular product on your home page. Next
week it could be three. Some of your documents may
be 500 words long. Some may be 800 words. This requires
malleable and flexible page layout. That's one reason
why the three-column layout is popular.
If you want to know if your Web site is well designed,
ask yourself the following questions:
How quickly does it download?
How easy is it to navigate?
How well does the search work?
How readable is the content?
Gerry McGovern is a Web consultant and author. His
most recent books are Content Critical and The Web
Content Style Guide, published by Financial Times
Prentice Hall. His personal Web site is at www.gerrymcgovern.com.
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