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What Makes a Website Design a Good One?
By Laura MacPherson (c) 2009

A lot of people can recognize good design when they see it on
the web. But most people don't really know what makes that
design good.

How do you define "good design?" Is it subjective, like your
favorite flavor of ice cream? Although there is some
subjectivity within good design, there are artistic principles
that good design is built from. Here are a few that form the
foundation of good design.

1. Proximity

Because items that are in close proximity to one another become
one visual unit, items that are related to one another should be
grouped together. Laying out related items on a website page
this way helps the eye associate the information and enables the
viewer to mentally categorize the information easily. The flip
side of this principle is that items that are not related should
not be placed in close proximity to one another.

The purpose of the principle of proximity is to organize
information in a way that enables viewers to quickly and easily
comprehend. When information is organized, people are more
likely to read it and respond. People are also more likely to
remember information that is organized.

How can you determine if items form a visual unit? Squint your
eyes and look at the page on a website. Now count the number of
times your eye stops as it views the page. On a page that is
using the principle of proximity well, your eye will stop three
to five times. In other words, there will be three to five
groups of information for the eye to comprehend separately.

2. Alignment

You've seen website page layouts where the text and graphics
are placed wherever there happens to be space. The effect is
messy, with no impact. Nothing should be placed on a page
arbitrarily. There should be a visual connection between each
item on the page. When items are aligned, it creates a
cohesiveness that the eye appreciates.

The purpose of alignment is to unify the website page. Imagine a
well-organized kitchen. All the pots and pans are stored in the
organizer, the fruit is nicely displayed in a basket on the
counter, the spices are all on the rack - everything is in its
place. A page layout needs the same thing.

Look at a website page that you feel is good design. Now focus
on the main visual element. Where does your eye go from there?
Do you see how other elements are aligned with that one main
element both vertically and horizontally?

3. Repetition

Good design repeats some aspect of the website design throughout
the site. It's this repetition that makes all the pages in a
site look like they belong together. Color scheme, graphic
elements, typefaces - all of these elements should be
repeated - used consistently - throughout.

The purpose of repetition is to create consistency and to add
visual interest. Repetition creates a professional, polished
look that the eye is drawn to. When a website design uses
repetition and is consistent, it is more likely to be viewed and
read.

Here are some ways you can create repetition beyond simple
consistency in typefaces and colors: Use some element in your
logo as a major graphic element in the design. If you are using
a ruled line, make the line more interesting visually by perhaps
making it with tiny dots or dashes, then repeating the line
element throughout the design. Create patterns that are repeated
throughout the design. Take a small element and place it
somewhere on each page for a whimsical look. Just be careful not
to overdo the repetition, or viewers will be annoyed rather than
pleased.

4. Contrast

The principle of contrast states that if two items are not the
same, then they should be different - very different. Contrast
creates an organizational hierarchy of the information and
graphics on a webpage. When using contrast, you can't be a
wimp! The contrast must be strong to be effective.

The purpose of contrast is two-fold: to create interest on the
page, and to organize information. A page that is interesting to
look at is more likely to be read. And contrasting elements will
help a reader understand the way the information is organized.

Contrast can be created in many ways. You can contrast large
type with small type, a serif font with a sans-serif font, bold
with light, smooth texture with rough texture, a small graphic
with a large one, a dark color with a light one.

A design that integrates these principles will automatically
gain a professionalism and polish that it would otherwise lack.
Next time you stumble across a website design that makes you say
"wow", check for these principles - you'll find them quietly
working to make that design a good one!
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Laura MacPherson - Creative director at Northstar Creative, a
website design studio located in Greenville, SC. Her company,
Northstar Creative Web Design, (http://www.northstarcreative.net/)
approaches website development differently than many web companies.
Northstar Creative combines the use of marketing psychology with
top-notch web development to create truly exceptional custom
sites for its clients.
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