Web development · 16 Jun 2022 · 3 min read
What is web design?
Since the first website went live in 1991, web design has come a long way. With more than a billion live websites today, it’s an industry that isn’t going anywhere. Here’s a look at what web design actually covers and why it matters.
Websites have a visual look and feel that plays a major role in capturing the attention of anyone browsing them. Web design is the process of planning and combining the aesthetic and functional elements — fonts, colour, graphics, content, images, structure and layout — that together shape how a website looks, feels and works. Graphic design, interface design, user experience design, search engine optimisation and content all play a part, and together they decide how a website appears and functions across different devices.
Why good web design matters
A well-built website can make a brand; a dated or badly built one can hurt it. The overall impression a visitor forms depends heavily on the quality of the web design behind it. Small businesses with limited budgets or in-house skills are often hesitant to invest in a well-designed site, and just as often overlook the case for redesigning one they already have.
The research is fairly consistent on this: good web design matters enormously. It shapes how visitors perceive a business, which in turn affects lead generation. Around 75% of users judge a company’s credibility by the visual design of its website alone — a poor-looking site makes visitors question the legitimacy of the business behind it, and a good one does the opposite.
What makes a good website
A great website tends to share the following characteristics.
Visual appeal and functionality
Website design gives an audience a window into a company’s products and brand. The better the design, the more clearly that message comes through. A site should look polished and professional, and it should work quickly and correctly every time — slow or broken pages leave a poor impression fast.
Ease of use
Visitors online are looking for information quickly, not working to find it. A site needs a clear hierarchy and obvious navigation so visitors can find what they need without friction.
Browser consistency
A site that behaves differently across Chrome, Safari, Firefox and other browsers undermines its own usability. Consistent behaviour across browsers is a simple but essential characteristic of good web design.
Effective use of negative space
Negative space — the unused space on a page, whatever its colour or background — gives visitors room to absorb information rather than feeling overwhelmed. Overfilling it just makes a page busier and harder to read.
Accessibility across devices
More people now browse on phones and tablets than ever before. A site that isn’t built for these devices frustrates visitors and drives them away — working properly across devices is no longer optional.
Fast loading
Loading time has a direct effect on user experience. Once a page takes more than two or three seconds to load, visitors start losing interest and leaving, which makes speed a design priority rather than an afterthought.
Current technology
A site built on current tools and techniques feels current to visitors, even if the underlying content hasn’t changed. Keeping the technology behind a website up to date is part of keeping its design working.