5 Qualities that make a Good Designer

Web design stems from graphic design so most aspects of traditional print design apply (apart from the ink and paper). However, there are many unique problems that a web designer faces.

However if you can master the following qualities, you will be in a good position to face these challenges.

1. Be User-Centric
At the heart of good web design is good usability. If a user cannot quickly and efficiently access the information, product or service they have visited for, they will leave with a negative impression of the site and therefore the brand.

Good usability begins with the structure of information. Information architecture is the process of organising information in a logical, intuitive manner so that the user can find their way around the site quickly and painlessly. Get this wrong and the user will lose confidence in the site very quickly. To get this right, you need to step in the shoes of a user and approach the site as they would.

Personas are fictitious individuals who act as stand-ins or ‘archetypes’ of users. Using a variety of different personas for each project can identify patterns and discover what is necessary, what is unnecessary and to differentiate between what is used frequently and what is needed only infrequently.

2. Ensure graphic integrity and originality
Many aspects intrinsic to web design can hinder originality and produce cookie-cutter web sites.

• Templates are used to display content that is dynamic and ever-changing,
• Pages are produced with code that places restrictions on layout not found in print design,
• Technologies restrain the use of typography
• Our carefully laid-out designs can change dramatically on different users systems
• Colours can vary from screen to screen.

So how do we combat this?

3...We Keep learning
The internet changes fast and new developments in web design are being made daily. Its crucial to be in constant touch with new technologies and designs to stay afloat and progress or you risk stagnating. Because of the many challenges faced in the medium - browser inconsistencies, liquid dimensions, accessibility etc - original and creative solutions are discovered all the time and you need to be constantly scouring the web for inspiration.

Stagnation can arise by following flavours of the month and not pushing yourself to discover new techniques. It's easy to develop a style that you fall back on time and time again. It may save time but you will not be reflecting the brand if every design uses the same style.

4. Remember the Brand
A Web site is an extension of the brand just like the store down the street or the box a product comes in. In many cases the Web site will be the first interaction a customer has with the brand after seeing an advertisement, so it has to compel and reflect the brand's values.

It is crucial to have a clear understanding of the brand for each project. The personality of a brand can be communicated with sound, animation, feedback and interaction as well as traditional graphic design.

Read the brief, then read it again. Revisit it constantly throughout the design process to ensure to are meeting the clients requirements and expectations.

5. Pay attention to detail
Focusing on “what isn’t right”—can take a design from “nearly there” to “there” and beyond. At times designers present concepts that they believe are 90-100% done. However to the detail-savvy designer, the work appears to be only 50-70% there. You can see the ground work and foundation, but you know it's just not finished. To take a design to 100% you need to achieve polish and add the touches that will make a design really shine.

The key to embracing details is to think critically about your design. If you think an element isn't right, try something else until you sure it works. Regardless of how 'cool' a particular aspect may be, if it doesn't serve the design - get rid of it. Never be precious about your designs.

Keep notes while designing—these will form a good basis for a style guide. Consistency displays sophistication and shows that you fully understood and made sound decisions. Consistency should be transparent.

Take regular breaks during the design to step back and take another look. Your own gut reaction will likely be similar to the initial impressions of those who see it for the first time. Always step back and re-evaluate.

Details aren't easy. They take time and patience, but you'll be rewarded for your efforts and they are the key to producing something you'll be proud of.

Conclusion
Web sites are experiences. Not only do we design graphically, but we design user interactions, we design sound and we design journeys.

A Web site isn't just a two dimensional space rendered on a computer monitor, but a environment that leads a user down a path through space an time, reinforcing brand values.

Why You Don't Want Michelangelo Working on Your Website

Everyone wants to live surrounded by beauty. Beauty soothes the soul, and lifts the spirit. It inspires us and keeps us healthy. We all want beauty.

Can you have beauty in your website? Sure you can, and it's important to have your website be pleasing to the folks you want to help. Unfortunately, this desire to have beauty and to please folks means that you can spend a great deal of time creating a 'unique and beautiful' web design that people actually avoid. How can you spend so much time on beauty, sacrifice so much money with a designer, and still end up with a mess?

Do you do Frescoes?

No one would complain about the beauty of the Sistine Chapel in Rome.

Michelangelo spent four years, from July, 1508 through October, 1512, painting over 5,000 square feet of the Sistine Chapel's ceiling.

Unfortunately, Michelangelo was a sculptor, and loved working in marble. Prior to the Sistine Chapel, he had only painted briefly as a student of Domenico Ghirlandaio in Florence - which means that he got off to a slow start as he learned how to paint frescoes.

Luckily for him, Michelangelo was already an accomplished artist. He wasn't exactly doing the Sistine Chapel as a free promotional effort. Pope Julius II commissioned him for those four years, and didn't seem to mind that it took Michelangelo a while to get in a groove.

History reports that one of the Pope's motivations was to outdo Pope Alexander VI. So, the whole idea was to create an amazingly glorious ceiling that would stun everyone who saw it.

Are you trying to stun your visitors? Remember the purpose of your website: to create a relationship with the right people, connect with their hearts and needs, and to help them take the next step in relationship to what you provide. If you aren't being commissioned to paint the ceiling of your website by a fabulously wealthy Pope, and if you aren't trying to stun your visitors with beauty, I suggest you relax, just a little bit, any attachment you might have to beauty and uniqueness around your website.

Your visitor is waiting for dinner.

Imagine showing up at a fríend's house to eat. You've worked all day, you're hungry and you've been looking forward to dinner. Yet, once you arrive, they keep you waiting for three hours while they pull out family home movies, or their wedding album.

It's not that you wouldn't eventually like to see those things. But first, can we have dinner, please?

The Two Functions of Your Design

Absolutely prepare and present the food with love and beauty. But just remember that your visitor is looking for food, not frescoes. It's been shown that when a visitor comes to a website, design plays two primary functions:

(1) to show that the website is solid and professional-looking enough that the business can be trusted, and

(2) to make sure that the visitor can find what he/she needs really easily without having to guess or hunt.

As long as you are meeting those two needs, your design is going to work.

So, where is it safe to bring forth beauty and inspiration on your site, and where will it keep you stuck to the ceiling for four years?

Keys to Website Design

* Things to avoid.

Avoid putting a pattern behind your text, or using a text color that isn't very dark. In fact, I recommend that you stick with black text on a white background. Millions of novels of great variety, beauty and talent are written, all printed black text on a white background.

As a general rule, avoid animation and oversized photos and illustrations - anything that distracts from the food you want your visitor to eat.

Avoid unique design layouts. Many websites look the same structurally - and so do human beings. You don't have to look at the back of someone's knees to find their eyes. People know how to connect with each other more easily in part because of structural similarities.

Your visitor has been trained to expect certain conventions in web design, so they can find what they are looking for. Don't play a guessing game with them by creating some outlandishly creative and confusing design.

* Things to do.

Keep your text front and center. Keep your navigation either across the top, or down one side, with clear labels. Don't use more than two columns - one for the navigation or side text, and one for the main content of the page. Have a clear banner across the top with a simple message about your business.

* Things of beauty and inspiration

Make your banner beautiful and inspiring, without being cluttered. Use colors you love.

Use creative bullets rather than just the usual round variety.

Use color highlights around navigation buttons, and in the frame around your page.

* Above all, don't agonize over it.

If you don't have a website yet, or your website isn't effective and you are upgrading it, bring in what creativity you have, but don't agonize over the beauty aspects. Your visitors are waiting to be fed! Once you start having a lot of visitors coming to your website, and your business is humming, you can take the time and space to bring out the fine china for them.

My very best to you and your business.

About The Author
Mark Silver is the author of Unveiling the Heart of Your Business: How Money, Marketing and Sales can Deepen Your Heart, Heal the World, and Still Add to Your Bottom Line. He has helped hundreds of small business owners around the globe succeed in business without losing their hearts. Get three free chapters of the book online: http://www.heartofbusiness.com