Creative Web Design - Tips & Tricks
(Part 1)
By Theresa Lütge Smith
 Creative
Web Design is an art form that needs in-depth technical and practical
knowledge of the way in which Web pages function and are constructed.
There are however, a number of tips and tricks that can be implemented
to create imaginative and functional Web sites without intensive scripting
or programming knowledge to enhance design and increase user traffic.
The more insight and knowledge one has into the workings of the Web
and the way Web pages are viewed and displayed on different browsers
and on different platforms, the better. Paying attention to advice
from professional webmasters will aid designers who are relatively
inexperienced. However, both experienced and novice designers sometimes
forget even the basics, and lose sight of the fundamentals of Web
design in their quest for the brightest and most advanced site. A
beautifully designed site with all the Flash, Shockwave and other
paraphernalia that can be used sometimes fails dismally, because a
relatively simple issue such as navigation has not been properly implemented
or thought through. Reviewers for the recent Webby Awards (www.webbyawards.com)
found that many sites - although well constructed from a graphical
and aesthetic viewpoint - fell from contention for the Awards because
of basic flaws.
The Basics: Presentation and Information
The Internet is all about speed, presentation and, more recently,
content. If the aim of the webmaster and designer is to keep the users'
attention, they should ensure the user does not encounter reams of
dense text and obscure layouts that are hard to decipher. A primary
element requiring your attention is when designing a site, keep the
interface clear and intuitive; and the text clean and concise. A practical
tip is to use bullets to outline main points. Don't try to fit the
entire site onto one page. Lead longer explanations to linked pages
that allow the user the choice to explore that specific area if they
wish. Remember that users will click away from a site if they cannot
quickly find the information, or at least a link to that information.
The secret of a good Web site is organization, and getting into the
head of the prospective user and client. In order to do this, make
a sketch that clearly outlines the site before actually coding or
creating pages with editing software. Try to imagine how a user would
respond to the information and how the navigation would work in an
uncomplicated, user-friendly way. Better still, do some market research
and invite users to explore these ideas with you.
Graphics are a crucial part of the overall design; a page without
graphical elements looks dead and static. Yet, there is a propensity
on the Web to overdo the use of images and graphics, which results
in a messy and often bulky site that has the added danger of retarding
download speeds. A rule of thumb is to ensure that every graphical
element is absolutely necessary to the message or idea that you are
trying to convey. Many professionals estimate that the use of graphics
should not be more than 20 percent of the page space. Another basic
element is the use of background color, which should be easy on the
eye and not obscure the text. For instance, a bright background will
obscure lighter colored text.
The format of your page should not only be aesthetically pleasing
but also readable and logical in construction. Many major Web sites
have stopped experimenting with obscure designs, and have returned
to the three or four column newspaper layout simply because this format
coveys news and information more easily and does not require the user
to spend time unraveling the logic of the page. Keep in mind that
long scrolling Web pages are definitely a thing of the past; a site
should be designed with the minimum of scrolling. As a designer, one
should always be aware of the psychology and effectiveness of "white
space." Creating areas of space on your pages effectively aids visual
relief and aesthetics. Many designers warn against a recent design
trend known as the "centered and stacked" approach, where everything
is squeezed tightly into a centre table. This has been overused, and
results in a cramped and bulky looking Web page.
An aspect of Web design that is becoming increasingly significant
as more and more people come online is the accessibility of your site
to all. In other words, you should design your site so that the maximum
number of users can access it with ease. This means that the non-graphic
user should be accommodated as well as the high-end multimedia seeker.
Make sure that you make use of the ALT-tag. This provides a description
of the image while it is being downloaded for display. Users who switch-off
the display of graphics on their browser - and many do so to facilitate
speed - will see the ALT-tag describing the image. Similarly, the
ALT-tag is essential when using a graphic as a hyperlink to navigate
to an important part of the site. Also describe the image, rather
than just entering the name of the image in the ALT-tag. A description
of its function should be included. The ALT-tag also has importance
when it comes to accessibility for the impaired user in that there
is now software available that allows ALT-tags to be audible. This
aspect has become important as more users are surfing the Internet
using mobile devices and Personal Digital Assistants (PDAs). Keep
accessibility in mind when using advanced scripting. For example,
when using Dynamic HTML Menus on your Web site, you should provide
an alternate means of navigation for those with mobility impairments,
as they may have difficulty in controlling a mouse to manipulate the
dropdown menus. A good site for news and tips on accessibility can
be found at http://bobby.watchfire.com/bobby/html/en/index.jsp.
Very important as well is to make sure that your site is multi-browser
compatible. This is a complex factor, as there are a number of browsers
on the Internet with slightly different standards. However, this has
improved recently and common standards are beginning to be applied
- at least by the major browser creators. It is wise to test your
pages in various browsers, such as Opera, in addition to IE and Netscape,
to ensure compatibility for the widest audience. It is often the small
elements that make the biggest difference to a site. For example,
if you use audio files or video and movies on your site it is a very
good idea to offer the user the option to use these elements. In the
same vein, if you have reams of information that you would like to
give the user, then rather prepare a PDF file for downloading from
your server. Another vital aspect is easy access to your contact details.
It is amazing how many sites - including large corporate sites - forget
to make their contact information obvious and easy to find. Make sure
that your e-mail address and contact info is in a prominent place
and repeated throughout the site.
Text and Content
Text should not only be attractive, but should at all costs be precise
and informative. Web users have become accustomed to rapid viewing,
and will probably dismiss a site that does not have concise and quickly
digestible copy. Writing for the Web has become a new art form in
itself, with numerous articles and books continually being published
on the topic. Other considerations, when it comes to text that will
enhance your site, include readability and the use of fonts, aspects
that are often ignored by many sites. Colored text should be used
with due care, and should never be obscured by the background. A good
tip is not to center all the text on a page as this can make it difficult
to read. Another tip is not to use blue text as this usually denotes
links and might confuse the user. Another common error is to underline
text for emphasis; this also often indicates a hyperlink. Motion and
moving text have become easily created, and common elements on Web
pages - however, moving text should not be over-used, and motion should
only be used when it is pertinent to the message you wish to convey.
Another important aspect is to ensure that the text to your links
indicates precisely where the links are taking the user. Links are
often misleading; taking the user to a site that has little relation
to the link title - for example, a link entitled discuss this may
lead the user to an e-mail address.
Writing for the Web has many different prerequisites. Here are just
a few to pay attention to: A good guideline to follow is to write
and present your information in such a way that it is useful to the
user. The intention is to make clear what each page has to offer the
user. This is an obvious but essential point and one that can make
the difference between someone staying on your site or clicking away.
Another good tip is to make your writing as personal as possible and
to write conversationally. Formatting and page design all form part
of this communications technique, and there are a number of elements
that can help the Web writer in this respect. When writing copy for
the Internet, always start with the headlines and reduce your most
essential points to not more than two lines. An important aspect to
remember is that Web writing requires conciseness and expertise in
presenting the gist of the subject. Using subheadings to draw attention
and direct your reader to different areas is also useful. Use bold
text sparingly and italics for emphasis. An interesting and effective
way of presenting text is to use pull quotes - quotes that are set
larger and in a different typeface - which are intended to interest
and direct the viewers' attention.
PART TWO - Creative
Web Design Tips
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