Advanced Web Design Principles
There are many components that go into making up good website design. Having said that, there are four major design principles that have the greatest impact on the overall design of the site. These four design components are as follows: emphasis, balance, unity and rhythm. To build a website that has pleasing design features and is highly effective in getting its message across, each of these four components has an important role to play.
Balance
First of all we’re going to look at the principle of ‘balance’, which illustrates how the different colors, text and images of the website are coordinated. Good website design needs to incorporate a high level of visual stimulation, yet at the same time, should not distract the visitor with too many inconsistent or conflicting components. Each of the images and blocks of text on a page has its own visual weight depending on the shape, color or size of these elements. Good balance on a web page does not mean simply having design components placed in an exact symmetrical manner on the page. So you be able to create good balance by having a photo on one side of the page and a strong section of text on the other side. An even more challenging design principle is achieved with asymmetrical balance. This is achieved by adding different design elements on each side of the page which have an alternative visual emphasis, size, color or shape. An example of asymmetrical balance might be if you had a strong element in the center of the page, the balance may be achieved by having a lighter design component further out toward the edge of the page.
Emphasis
The next style element we’re going to look at is ‘emphasis’, which is intended to draw the viewer towards the focal point of the page. In other words you want the most important design elements to really stand out on the page. Typically the focal point is a component that is very different from the other design elements on the page. Naturally there very different ways that you can achieve this emphasis, you might decide to use highly contrasting image colors, you may go for a bold font or you may just use a larger font. Whichever way you decide to highlight a component on your web page, the final result should be that your visitors attention is focused on the area that you want to emphasize.
Unity
The next of the style elements were going to examine is ‘unity’. This can be defined as how all the different components on the page appear to be very coherent and that the page has an unified structure. Another way to express this might be that each of the elements on the page: the headers, sub headers, pictures, other graphical effects and the various text blocks all appear to be part of the same cohesive idea. Good unity can be achieved by using consistent font styles, repeating similar colors and textures or positioning related elements close to each other.
Rhythm
The last component we’re going to examine is ‘rhythm’ Rhythm can be defined as how the various visual components can be seen by your visitors as having an unified pattern. The idea here is to attempt to generate a consistent pattern or structure to the design of the page. Repeating the same elements in a consistent way at regular intervals creates a smooth, even rhythm whereas dramatic changes in the spacing or the size of visual elements creates a much more lively, dynamic mood to the web page. Ultimately the viewer should perceive a holistic style from the website despite the fact there may be differing visual components that make up the overall design.
The reality is that people visiting your website for the first time will gain an immediate impression of the design priciples. They subconsciously rely on visual cues to assess the overall balance and harmony of the web page. This can be a major factor in their decision to continue to explore the rest of the site or to search for a better alternative. If the website is coherent and visually appealing and appears to have intuitive navigation, they are much more likely to explore the site further, buy your product or service or sign up for your newsletter. They’re also much more likely to become engaged with your company and return to your website at some future time.
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