Design isn't art.
Design is the conduit between users and the information they
seek or the tasks they want to accomplish. When properly executed,
design for the Internet seamlessly entices the user to explore
further. A site that stands out from others employs a balanced
blend of creative design, usability logic and information
architecture.
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Creative design is a strategic business tool. Well planned
design takes advantage of an obvious, but nonetheless often
ignored fact. Things that people see affect them. A site devoid
of creativity does nothing to extend branding, one with too
much creative can over power the function of the site. The
perfect balance creates site retention without being distracting.
Strategic design creates an engaging user experience, differentiates
a company from competitors, improves value perception and
markets itself through viral communication.
Usability logic should be invisible. Just like any other
product, users are left with a negative impression of a site
that doesn't work as expected. If it doesn't lead the user
to their goals due to confusing visual clues or navigation,
users won't return. If it works consistently, it is taken
for granted, which is the highest compliment paid to thoughtful
usability. Well designed usability logic makes simple work
of knowledge sharing, forms of transacting and communicating
your message. It increases profitability, improves design
development process, and enables customization and personalization
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Information architecture (also known as IA) is the foundation
for great Web design. It is the blueprint of the site upon
which all other aspects are built - form, function, metaphor,
navigation, interaction and visual design. IA defines the
site goals, identifies complex functions and content requirements.
The results of well planned IA is improved communication with
site's visitors and users.
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