As a digital marketing agency in Southern California, Taylor Digital is part of one of the largest media markets in the country. This means it’s incredibly important that we keep up with trends and innovations in front and back end website development and marketing. While our team jumps at the chance to bring the latest and greatest to our clients, when it comes to design we are also guided by a solid foundation of principles. Our Director of Design, Lynne Door broke down a few of the basics of good design for us.
Principle #1 – Good Design Isn’t Obvious
What do we mean when we say that good design isn’t obvious and that’s the beauty of it? It might seem counter intuitive at first because everyone wants their site to stand out. Lynne explains, “Good design gives you a great user experience. It’s a very strategic, influential process. Good design gets you to good content – they work hand in hand. If the user engages, buys or shares, then the design has done its job. I want to say good design has a natural feel and goes unnoticed. Whereas bad design sticks out like a sore thumb.”
Principle #2 – You Only Have a Split Second
With every website, there is an end goal (or call-to-action) and whatever that end goal, the user will most likely make a split second decision on where and how they find what they are looking for. The overall look and feel of the site should enhance this activity and produce a positive response for the user. The way information is organized on the site, the color and size of the visuals, graphics and text – all of these elements guide the user in making the decision to stay on the site and interact. This contributes to the mission of the business and the vision that comes through branding.
Some people see this willingness to make a snap decision and click away from a site as a sign that people’s attention spans are growing shorter. That may be true, but it seems to be connected to our hardwiring too. Consider this bit of information from Hubspot:
“Research has shown that when people hear information, they are likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. (LifeLearn, 2015)”
We all respond to visuals whether we know it or not. Good design draws us in and engages us. And that’s often a subtle process. At Taylor Digital, we know we’ve got that split second of users’ attention and we work hard to make the most of it.
Principle #3 – Good Design is Targeted
Good design essentially helps an organization connect with their target audience, elevating the end user’s experience and trust in the brand. When we work with clients, we ask lots of questions about who are they are, how they need their site to work and we also want to know who their audience is.
In another consumer study, Ironpaper found that 94% of people cited web design as the reason they mistrusted or rejected a website. That’s a strong, consistent response to design. So it’s important that the look and feel of your site be created in coordination with the other elements. The same article in Ironpaper describes web design as a “multidisciplinary exercise.” They go on to list the following elements as key to a “consumer-centric approach that examines analytics, UX research, LEAN process, coding, aesthetics, interactive design theory, cybersecurity, marketing and content strategy.”
The above list pretty much sums up exactly what Taylor Digital does for clients. Check out our list of services and then give us a call, you can meet Lynne and the rest of the team. We’d love to see what we can do for you.