Web design basics: January 07, 2002 issue of New Thinking

January 07, 2002 New Thinking:
Web design basics

Website content management

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Books by
Gerry McGovern

Content Critical

Gaining competitive advantage through high-quality web content

The Web Content
Style Guide

The essential guide
for online writers, editors and managers

January 07, 2002

Web design basics

By Gerry McGovern

Web design is primarily concerned with the organization and presentation of text-based content. This requires metadata, classification, navigation, search, layout and graphic design skills.

A previous column, Information architecture versus graphical design, not surprisingly, drew negative feedback from graphics designers. It was rightly pointed out that web design must embrace both disciplines.

However, I wanted to make a clear point: The role of web graphic design has been vastly over-hyped. It has a function in information architecture, but a minor one. Much more important are the skills of metadata, navigation and search design.

One designer berated me for not understanding the link between information architecture and graphic design. He accepted that text-based content was indeed the raw material from which most websites are built. I was impressed by his argument and decided to visit his website.

The website was unimpressive. The homepage was a playground of moving graphics. Beside the main body of text was a series of large arrows that alternated between moving from left to right, and fading in and out of focus. Because of all this movement, trying to read the text on the page was made more difficult.

I have come across this again and again from a great many graphic designers. These designers are wedded to what is cool -- to what sparkles, shines and moves. They design websites that often actively discourage the fundamental activity that the Web was designed for. And what is that? Reading.

Let's repeat the word: reading. People spend most of their time on the Web reading. They read a webpage (it is called a 'page'). They read search results. They read their way through a purchase process. They read a discussion forum. They read their way through 'chat.' They read the instructions that allow them to download audio and video.

When designing a website, you need to focus on two things over and above everything else:

Helping the visitor find the information they need as quickly as possible.
Presenting this information in the most readable format.

In web design you should plan for rigidity in the organization of the content and flexibility in its layout. For example, once you've placed the 'Home' link in the top left hand corner of your website, it should be left there for the next ten years. That's because your regular visitors will get used to navigating their way around your website. Changing navigation will confuse your regular visitors, who by definition are your most valuable customers.

Flexibility is required in how content is laid out because the actual content on a website should be continuously changing. This week you might wish to push one particular product on your homepage. Next week it could be three. Some of your documents may be 500 words long. Some may be 800 words. This requires malleable and flexible page layout. That's one reason why the three column layout is popular.

If you want to know if your website is well designed, ask yourself the following questions:

How quick does it download?
How easy is it to navigate?
How well does the search work?
How readable is the content?

Gerry McGovern

Related links
Designing for the Web. A major six-part series on web design.

Information architecture versus graphical design

Next issue: Think twice before redesigning your website
Previous issue: Predictions for 2002
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Highly recommended
"Content Critical is highly recommended. It belongs in every design library. It should be on the reading list of every course in Web design. Any Web designer who plans to be in business five years from now should read this book." More
Ken Friedman, Design Research News, January 2002

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People spend most of their time on the Web reading.

Review of The Web Content Style Guide
"This comprehensive and authoritative overview of content management starts with useful guidelines to writing and designing web material. If only most webmasters would heed the sound advice given here, then web surfing would be a much happier experience for us all!"
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Malcolm Davison
Managing Director, writingfortheweb.co.uk