An eye-catching design, one that just looks good, is a great thing. However, for a site to be really good – it must be much more than beautiful.
A business site is worth comparing to a first meeting, whose key rule is: creating a positive first impression within the first 30 seconds; But, as far as websites are concerned, a first impression is much less than 30 seconds. So, what is needed to create this first impression?
- Easy use and navigation – to be visible immediately
- Create a general positive feeling
- Activate emotion in the user
- Display attractive and professional appearance
But, in order to create the elements written here, it is necessary that two things lead us as a lighthouse within the entire designing process; and these two things are: goals and target audience.
Set up the Website Goals
The design will be decided based upon the goals of the site, which must be clearly defined and unequivocal. In the world of web design there is often a negative phenomenon in which site designers place art at a higher level than the function and the purpose. But, good web design – is basically, not only an art and not just a function; but a combination of the two: Functional Art.
The idea is to take the function of selling products, imparting information, providing access to services, entertainment, or any other function of the site – and applying it within the design. And not vice versa, do not force the design on the function and purpose. And for this purpose the goals must be crystal clear. Clear as a beacon on a stormy night.
Define the target audience of the site
The design and aesthetics of the site must be based on the question: Who is the site intended for?
What the demographics of the profession, technology, gender, age, common interest and more – will all influence aesthetic and practical choices. Audience type affects the smallest details, such as font type and size. And of course the big decisions, such as: graphics and color.
Goals and target audience are the lighthouse in the design of the site
Design based on strategy, is a smart exact design. Targeted towards the goals and target audience. Do not design just because it’s beautiful. Just as a product or service is designed to meet a particular need, and the product fulfills this need and purpose; so should be the design of a site – meets the goals and objectives, and directed to the people it’s supposed to be directed to.
Each choice of a new design trend should be based on asking questions, in the context of the goals and target audience, of course. There are many smaller questions to go to, and again – they also address the goal and the target audience. Here are some of these questions:
- Why did I choose to “put” a certain tab and button – right here?
- What is the logic behind font selection and size?
- Do these colors go along with the function and target audience?
- Do you need symbols and icons – and if so, which?
- Is the context appropriate for the brand?
In conclusion, the logic behind each design choice should be reviewed to the light of goals and target audience of the website – so that ultimately the site will be both functional and… beautiful.