Web design is a pure art if you want it to be art. And it's a pure business if you want it to be just business. Actually it's quite a complex phenomenon incorporating aspects of both mental and artistic creativity.
While the commercial points are quite evident for any person interacting with Internet and web projects in a varying degree, the laws of visual perception are still not clear to the bitter end. You would probably agree that the ideal website should combine the visual and practical sides to impart the sacred revelation and evoke interest to your wares and services.
The top inexcusable mistake of young designers is that they appear to be distracted by aesthetics of their pages and pay little attention to the less visible yet more important side of their creations – functional side. Experts can't help considering the value of functionality, appreciating professional copyrighting, marketing and editorial work.
We'd recommend you to take a look at Vitaly Friedman's awesome presentation about the “invisible design” phenomenon. In his talk Vitaly insists on experiencing design instead of just looking at its visual part. So what's essential for the design perception according to this concept? The answer is clear – that's common language. The artist creates a masterpiece using his own language which might be unclear for the others. So you'd better forget about your own expression and your own genius 'cause in the world of web development that all won't work. What's really important is making the website visitors understand not only the vocabulary of the single words, but also the meaning of the whole visual sentences and phrases. Some meaning can be perceived without even seeing it distinctly. And to understand how it works, we are to look at the surrounding world differently.
According to Friedman, the substance is of utmost importance and consists of virtue, idea, utility, measurement, language and ambition. You may delve into the meaning of each feature in his presentation. On the whole, it all comprises some character with an authentic voice, original and client-oriented idea as well as a tendency for improvement. Design is tested, measured and serves the predefined function. The texts are reasonable, informing and engaging. Since stories are the source of inspiration and intrigue, storytelling is the key to the alluring content.
Less But Better
To achieve this we'd recommend you to pay attention to the stage design, the sizes and the lightning, the minor elements placement and logical ties between them. The major thing is how all design aspects affect the website user experience. And what's more interesting – some really well-designed details are hardly even noticeable! Their forms are hidden beyond the functions they serve for. And sometimes noticeable design can even mean that something's wrong, broken and needs to be fixed. There are also traumatizing and distracting design features that don't harmonize with the rest of the page and are pretty noticeable. This surely won't be a nice compliment for their creators. I hope there's no need to explain why invisible design is better than less functional one. Take care about the reasons of actions – the substance of the prospective decisions your clients make on your website.
Aspiration For Inspiration
Of course, looking deeper into your souls you would probable feel some aspiration for exclusive and holistic designs — aspiration for inspiration. You need to navigate through the ocean of visual inspiration like a fish in the water. You constantly following popular design trends, learning what others do and imitate their style. While setting a new trend for yourself would in fact be a better idea - even if it's based on something that's been done by others before. Like a website template for example - we know that after reading this post some may say that using a template from us may be that something that kills creativity, and we want you to know we're not avoiding this discussion. But who says you can't get creative with the template that you have? If being artsy is your goal (which by the way is not always the case, and we're cool with that), a template that you use may be a perfect canvas for a web design masterpiece.
But the big point is not only about templates, it's about the way you think of your designs. We drive our minds into the narrow confines of technical details and measurements known to be appropriate for this or that website type. And this way or the other, the new brands are getting dim and less memorable in this enormous flow of twins. So if you want to be authoritative and efficient, you have to be responsive enough to capture and combine both the aesthetic and functional aspects of websites development. And this comes with years of experience and practice.