The internet is in essence a visual medium, and thus it stands to reason that the way a site looks would be integral to its success. For that reason, appearance is the fourth aspect of web design that we look at in our series. It is also the aspect wherein the most flexibility is given to the site developer or the website design specialists handling the job.
There are two basic components to be considered when looking at the appearance of a website. The first are the graphics on a site. While some businesses might wonder why graphics are important on a site (after all, why would a company need pictures in order to promote lifting slings or electronic circuit design) it is important to remember two things. The first is that graphics does not refer to pictures alone; logos, screenshots, and other non-text elements are also included. The second thing to keep in mind is, again, that the Internet is essentially a visual medium. People find it easier to process content that is associated with visual images, even if it's a site promoting waste water treatment chemicals.
The second component critical to appearance is the text to be found on a site. Without exception, all Internet sites will include some kind of text. Without it, it would be impossible to find the site, let alone figure out if it was promoting wall word art or snowmobiling. Text is also vital in terms of visibility, something we cover in another article.
There are several criteria to use when the appearance of a site is measured in terms of text and graphics. We look at them briefly below.
Consistency: All graphics and images on a site should flow together well so that the viewer does not get distracted, confused or lost.
Relevance: If your website sells ladies casual clothing, then there is no point in putting up information about Milton, Ontario real estate. It confuses the visitor and may send them elsewhere (an extreme example, I know, but it makes the point clearly).
Professional: The importance of being professional goes up depending on what you have designed the site for. While people may say that it's the message rather than the presentation that counts, they are still more apt to rely on a site that appeals to their sense of what professional is. This will be quite different for a site selling makeup to teenaged girls versus one that sells drug testing supplies.
Appearance is the way your site looks to those who come and visit. Think of your site as the face of your business; you want everything looking good in order to attract the most attention.
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