With all of its interactive allure, a Web site is not as convenient to use as a book or brochure. The security of knowing how and where to go next that's found in a print publication, is traded for limitless possibilities if the viewer is willing to risk some time in cyberspace. For Andy Attiliis, that means that great Web design must include the best navigation possible on each page. The more comprehensive, the more likely an audience will feel like gambling on another click. As each new page yields the desired information, trust is built to the point that a visitor begins to feel right at home. Current technology now provides the means to include links to every key topic on an entire site on a every page in an unobtrusive manner.
As in print, radio and tv, the traditional values of conceptual and brand consistency in online communications is vital. Whenever an established entity directs, "let's start from scratch and do something totally different", it is important for Andy to understand why. Is this craving for a new look driven by the relative newness of the Web itself? Or is there real dissatisfaction with the current efforts? To the point that it has been decided to abandon existing momentum and change everything. Because as a rule, for the most productive integrated results, Web endeavors and messages running in other medias should be molded to compliment each other. This is a given that experience dictates should automatically be delivered to clients, or know the reason why not.
While traditional marketing values will remain the same, designing a Web message poses many new and everchanging considerations. Unique considerations of time, space, technology, evolution and interactivity must be effectively addressed to ensure that a Web presence will remain productive and expandable for a long of time. Background messaging, for example, is copy within the programming code that allows search engines to find a Web site. Other code facilitates the interactivity that furthers business and community relationships. Navigational strategy effects how and when people move around. Production values can make or break the look and performance of a site. The time it takes for an image to appear effects where it should be placed, because copy can be read as an image loads. These are just a few of the issues that must be evaluated and reconciled. Understanding the Internet's present capabilities, probable advances and how they relate to a client's goals is the place to begin.
Unlike in an ad or brochure, specific Web page sizes aren't set in stone. Each page can be as large as it needs to be. Even the size of an entire site isn't limited. And all the available bells and whistles technology has to offer can be used. As luxurious and convenient as this sounds, using everything to the max just doesn't work. Making use of only what's necessary is always the best course. Because good design makes it easy for the viewer to understand the message asap, not more difficult for the simple sake of having the wherewithal to drag it out. Someone has to know where to draw parameters that are in the client's best interest. How to select and orchestrate possibilities that will produce the right results. Good Web site designers strive to develop and maintain a page by page sense of what will be palatable to the audience.
a. Review materials supplied by the creative director, art director, marketing director, writer, and/or project originator. Make use of a job information form to organize and consolidate necessary input. b. When there is a creative team*, work with the art director to help decide on a style of design, illustration and/or photography that will best enhance the approved creative direction. c. Begin design by streamlining graphic elements so they read quickly and are visually complimentary to each other. d. Evaluate each graphic element individually to determine the most advantageous look and load time. e. Design a balanced typographical format which makes efficient and attractive use of both html and gif headlines. f. Make decisions about emphasis and balance that will positively further the message's goal. g. Consider how design choices will work best with the existing brand. h. Advocate that essential aspects of all new solutions, once approved, remain consistent throughout every facet of upcoming and related design efforts. i. To ensure the utmost interest and credibility, strive for perfect and precise execution in all phases of final production.
*Not all creative project scenarios use a full creative staff. In many cases, a very experienced independent professional is the best choice for creative quality and efficiency. When there is not a creative team, Andy Attiliis can also provide creative direction, art direction, illustration and writing as necessary.