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How_User_Friendly_Is_Your_Site
| How User Friendly Is Your Site?
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. Let us quote your design
project! You get professional, experienced design AND Guaranteed
Visitors to your site! Ask us how! Contact
mailto:customerservice@worldprofit.com
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