01
KEEP IT SIMPLE
The “keep it simple” principle should be the primary goal of site design. Users are rarely on a site to enjoy the design; furthermore, in most cases they are looking for the information despite the design. Strive for simplicity instead of complexity.
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Design can be art. Design can be aesthetics. Design is so simple, that's why it is so complicated.
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PAUL RAND
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02
WHITE SPACE
It’s really hard to overestimate the importance of white space. Not only does it help to reduce the cognitive load for the visitors, but it makes it possible to perceive the information presented on the screen. Complex structures are harder to read, analyze and work with. Hierarchical structures reduce complexity.
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03
USABILITY & FUNCTIONALITY
In website design, usability and functionality must drive each decision. To achieve a clear, easy, and ultimately, direct path to conversions, both design and technical issues come into play.
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Usability is about people and how they understand and use things, not about technology.
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STEVE KRUG
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04
EASY TO UNDERSTAND
Site visitors must be able to easily understand every word, phrase, and headline without any confusion. All site content and each visual element must be laid out clearly and cleanly, with all critical conversion points visible above the fold.
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05
INSPIRE TO GO DEEPER
Your homepage must have an initial appeal in design and usability. Every design feature is then developed with the specific purpose to inspire the visitor to go deeper into your site. Your design should naturally lead them to where you want them to go.
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Every great design begins with an even better story.
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LORINDA MAMO
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06
FOCUS READERS ATTENTION
As web-sites provide both static and dynamic content, some aspects of the user interface attract attention more than others do. Obviously, images are more eye-catching than the text — just as the sentences marked as bold are more attractive than plain text.
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07
EMPHASIS ON WHAT MATTERS MOST
To appeal to the target audience, emphasis must be placed upon what your customer wants most. It is necessary to research what your customers, as a group, are looking for, and the questions they are asking. Once these needs and wants are identified, you work with these concepts to create a presentation that emphasizes these with color, design, and text.
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08
COHESIVE DESIGN
Your enterprise has a unique personality, as an entity. That personality is demonstrated in your service, your history, how you conceive of your mission, and by the actions of every member of your team. Communicating the unique qualities of your business through design involves making every element, down to the details, a reflection of that personality. Every piece must fit together seamlessly and create a cohesive appearance that serves to support the appeal of your brand.
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A consistent experience is a better experience.
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MARK EBERMAN
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09
EFFECTIVE WRITING
As the web is different from print, it’s necessary to adjust the writing style to users’ preferences and browsing habits. Promotional writing won’t be read. Long text blocks without images and keywords marked in bold or italics will be skipped.
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10
TEST EARLY, TEST OFTEN
Test not too late, not too little and not for the wrong reasons. This principle should be applied to every web design project as usability tests often provide crucial insights into significant problems and issues related to a given layout.