Design is not just what it looks like and feels like. Design is how it works, - Steve Jobs.
Websites that are not well designed tend to perform poorly and have sub-optimal Google Analytics metrics (e.g. high bounce rates, low time on site, low pages per visit and low conversions). So, what makes good website design? 10 web design principles that will make your website aesthetically pleasing, easy to use, engaging, and effective.
Good web design always caters to the needs of the user. Are your web visitors looking for information, entertainment, some type of interaction, or to transact with your business? Each page of your website needs to have a clear purpose, and to fulfill a specific need for your website users in the most effective way possible.
People on the web tend to want information quickly, so it is important to communicate clearly, and make your information easy to read and digest. Some effective tactics to include in your web design include: organising information using headlines and sub headlines, using bullet points instead of long windy sentences, and cutting the waffle.
In general, Sans Serif fonts such as Arial and Verdana are easier to read online (Sans Serif fonts are contemporary looking fonts without decorative finishes). The ideal font size for reading easily online is 16px and stick to a maximum of 3 typefaces in a maximum of 3-point sizes to keep your design clean
A well thought out colour palette can go a long way to enhance the user experience. Complementary colours create balance and harmony. Using contrasting colours for the text and background will make reading easier on the eye. Vibrant colours create emotion and should be used sparingly (e.g. for buttons and call to actions). Finally, white space/ negative space is very effective at giving your website a modern, contemporary feel.
A picture speaks a thousand words, and choosing the right images for your website can help with brand positioning and connecting with your target audience. If you don’t have high quality professional photos on hand, consider purchasing stock photos to lift the look of your website. Also consider using infographics, videos and graphics as these can be much more effective at communicating than even the most well written piece of text.
Navigation is about how easy it is for people to act and move around your website. Some tactics for effective navigation include a logical page hierarchy, using breadcrumbs, designing clickable buttons, and following the ‘three click rule’ which means users will be able to find the information they are looking for within three clicks.
g) grid based layouts
Placing content randomly on your web page can end up with a haphazard appearance that is messy. Grid based layouts arrange content into sections, columns and boxes that line up and feel balanced, which leads to a better-looking website design.
h) pattern design “F”
Eye tracking studies have identified that people scan computer screens in an “F” pattern. Most of what people see is in the top and left of the screen and the right side of the screen is rarely seen. Rather than trying to force the viewer’s visual flow, effectively designed websites will work with a reader’s natural behaviour and display information in order of importance (left to right, and top to bottom).
i) load time
j) mobile friendly
It is now commonplace to access websites from multiple devices with multiple screen sizes, so it is important to consider if your website is mobile friendly. If your website is not mobile friendly, you can either rebuild it in a responsive layout (this means your website will adjust to different screen widths) or you can build a dedicated mobile site. The latter is generally not a preferred solution.