People who have never been involved in the process of web designing are prone to believe that it is a creative work, similar to art. Yet, web design has more to do with strict rules and algorithms than with painting. If you would hire an artist to create a web page for you, the result probably would be unusual, maybe beautiful or even shocking, and most likely, it would be useless. Why? Because art is subjective, and subjectivity is dangerous for web design.
art is subjective, and subjectivity is dangerous for web design.
Aesthetics Over Functionality
The website is not a beautiful picture, it is a tool with many functions and a link between the customer and the product. If the design is aesthetic but not functional, customers will leave because it’s too difficult to get what they came for.
You want your website to be catchy, stylish, or funny. It seems that in this way the clients will notice the uniqueness of the design, and it will distinguish your product among dozens of the others. However, this criteria is subjective, and it doesn’t fulfill the task of the website. If this task is to sell the product than the site has to push the necessary triggers and make the way to purchase as simple as possible. Effective design is appealing and user-friendly, but not extravagant.
Ineffectiveness in Time Perspective
Unfortunately, even the greatest design is not always durable. Classic is simple and elegant, and the tendency to simplification for “long-living” brands is obvious. Yet, it is not wise to choose simplicity only because you want to save by avoiding updates. Most of the modern brands that do not have recognition of broad masses are to follow transient trends. Start-ups and young companies should accept the fact that even the best designs will have to be updated in a while. Rejection of the changes may lead to a loss of competitiveness. It’s necessary to keep your ear to the ground, and you will certainly need help from an objective side on that. Besides, it is important to feel the trend and understand what will last, and what will be forgotten in a few months. This also may require and experts’ opinion.
If people who have nothing to do with the target audience create and control the design creation, non-targeting is inevitable. The price, the quality, and the way the product looks have to match with the needs of the target audience same as the website’s design. Your and an average customer’s opinion about the brand may differ. Thus, being subjective, you risk creating a website that will not catch the potential buyer. The wider is the target audience, the simpler has to be the design. For example, huge cosmetics distributors have simple and intuitive websites without the complexity and bright colors. Yet, this approach won’t work for separate brands because they need to show a unique style to the customer. Objective assessment of the target audience is a very important factor in the success of web design.
Even if you try to avoid the above-mentioned problems, the website still may not give the best results. There can be multiple reasons, for example, excess of the information, lack of triggers, too complex texts, etc. An inexperienced person cannot foresee all the aspects of the design that works, and even an expert can miss an important point. That’s why we always keep our finger on the pulse and use beta testing with users’ feedback. Our designers and developers constantly learn about new tendencies and investigate the good performance of successful websites. Reach out to us if you want your website design to hit the target.