What Makes Good Web Design So Good?

The Law of Vanilla-fication

The Law of Vanilla-fication says the number of examples is inversely proportional to ingenuity and purpose. In other words, the more 'case studies' 'portfolios' and other design-build examples one views, the more they all tend to run together, and the more muddled the project and objectives become.

In the world of web design and development one size does not fit all. To the untrained eye the best designs are frequently not thought of as such, simply because they are so great. A "Wow!" at first site visit quickly fades to focused browsing because good design gracefully showcases quality content much like a good frame features a masterpiece.

Often projects bog down in perhaps the most common and misleading trap - the chasm between essential project elements, and the ever-present random assortment of clippings labeled "things we like". Contrary to popular belief, website visitors are not carbon copies of us, they are not a legion of mini-me's.

While this seems a rather rudimentary concept, it is oft abandoned for the greener pastures of a hodgepodge gathered from a laundry list of sites so long 'we lost count 45 days ago'. This approach is analogous to the scene in The Jerk (1979) where Steve Martin's character is leaving the house randomly grabbing things and whimpering, "All I need is this ____, and that's all I need." The point is, it's a very unbecoming approach to design.

Good design is first conceptually purposeful, and iterative

As counter-intuitive as it sounds, the best design approach is typically iterative, and begins with cycles of various high-level conceptual brainstorming sessions combined with limited test-market surveys to identify an iron-clad list of essential elements. From this point, design nearly always falls naturally in to place. How long does this 'iterative' process take? It depends on the size and scope of the project of course, but for the average small business this cycle typically runs between 14-45 days - although for some projects it's not uncommon for to run considerably longer.

To put it another way, you can't find what you're looking for until you know what you're looking for. Rather than first identifying specific needs, most projects begin with a person or group launching out in search of an unidentified needle on a farm of haystacks. This equates to taking a vacation and declaring, "I don't know where we want to go, but let's just hop in the car and start driving, and maybe we'll get there - wherever 'there' is." And we wonder why people involved in web projects get cranky in twenty minutes or less.

Instead, essential project needs - to the most minute relevant detail - must first be identified. Once this objective is satisfactorily met, almost every aspect of design becomes purposeful and self-evident. Take for example this fantastic set of Drupal modules. For many applications including most publishing projects, this module set provides tremendous power and flexibility to deliver customized information in a simple, elegant way. But for the vast majority of other projects - and to the untrained eye - they are utterly meaningless. Another example is typography. Commonly overlooked, typography is thought of by some as the holy grail of essential design elements. This too typically becomes self-evident with proper project preparation and planning.

Just put it up and we'll change it later

Another frequent pitfall is the "it doesn't have to be perfect" mantra. A wise man once said, "You never get a second chance to make a good first impression." In terms of the internet, think of this concept multiplied by a thousand. In web design, a close second to that adage is, "An ounce of prevention is worth a pound of cure." Again, in terms of the internet, multiply it by a thousand - in some cases literally. Today's web sites are predominantly database driven which means the actual guts of the site are stored in an elaborate architecture of system-specific tables. Search around enough and you'll find multitudes of horror stories about data migration gone awry - sometimes at astronomical and even cost prohibitive expense. Just imagine rebuilding your house every 6-12 months and you'll have the idea.

The last 'gotcha' to mention here is the budget. Most people don't realize the best sites are often the sites we notice least. And most great designers and their well-crafted designs make it look easy - and sometimes inexpensive. But the reality is, quality design typically commands a handsome price, and is worth every penny. Although this sounds like a pitch, it is the cold, hard truth. The best sites function in intuitive harmony with the site visitor. There is a natural symphony-like flow to them. Whereas their counterparts are like millstones and sandpaper, weighing down our eyelids and gritting on our nerves.

Takeaways

Measure twice, cut once

As boring and unsexy as it is, the carpenter's motto applies here. Proper planning will reveal design requirements. Be sure to allow room for the iterative process. Don't let erroneous expectations of immediacy frustrate the process. Once you've reached the point of diminishing return (you'll know) it's time to halt the iterations.

The unassuming critic - you

We all say to ourselves, "Most people are impatient with slow or clumsy websites, but not me - I'm more patient than most." Hogwash. Pay close attention during your next browsing session and you'll quickly realize - you are 'them'. The truth is, we are all ruthless and exacting when it comes to the web experience. And though we lie and say we don't - we all frequently bounce in twenty seconds or less. The better we understand this, the more relevant we see the aforementioned takeaway.

I got it for a song

While technology seems to be inversely proportionate to inflation, there is still a cost involved. For example, the site is built on Drupal, the most amazing open source (a.k.a. free) Content Management System on the planet. However, to use an analogy; I'm a decent painter, but the same can of paint and brush in the hands of Michelangelo produces different results. Make sure the budget conservatively accomodates the project, and particularly the current objectives. Good planning helps incorporate bite-sized additions in phases.