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Design in details Choices

There are many choices to be made when you’re designing—everything from type, to colors, to overall tone of the site. Sometimes, I like to throw a lot of things at a design to see what sticks, and sometimes I start minimally. Strive to make smart, simple choices. If there’s an easier way to design something, do it. The complicated choice will feel complicated to the client and intended audience unless you can make a complex interaction looks simple.

Stay consistent

Once you make choices, stick with them. If you choose to pad items with 10 pixels in sidebars but use 15 pixels in larger text areas, make sure the comps reflect those decisions. Keep notes while designing—these will form a good basis for a style guide. Consistency displays sophistication and shows that you fully understood and made sound decisions. Consistency should be transparent.

Completeness

Finish the design. Don’t miss a footer or a detail. Don’t say, “That’s to be filled in later—I didn’t have time.” Make the time. Don’t give any reason for others to torpedo the design or allow someone to fixate on a little detail—overshadowing the rest of the work. It’s these little details that deserve your attention. Creative directors, art directors, and especially clients will perseverate on details like this, so make sure the details are there.

by Kevin Cornell

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Design in details Step in, step out, step back: balance

During a design, it’s best to step away from the design occasionally—even just for lunch or a 15-minute break. Look at something else. Come back and look at your design again. Think about your first impressions. Your own gut reaction will likely be similar to the initial impressions of those who see it for the first time. Take note and revise or change your design based on those impressions. Regardless of how “cool” or “neat” a particular element may be, if it doesn’t serve your design in a useful way, get rid of it and try something new. Always step back and re-evaluate.

Be your own critic

If you’re familiar with the team you regularly work with, the client or the client’s needs, look at your design as you get close to done and think about parts that will potentially provoke questions or concerns. Have a solid answer for the decisions you made.

Complexity in simplicity: less is more

When we discuss “less is more”, we mean different things. For example, sometimes the design needs to scale back. It’s got too many elements. Or a design chokes itself with too many colors. When doing detail work, “less is more” is about leaving in only everything that is necessary and making it harmonious. Let the complexity be in the simplicity—a design is not useful when it’s perceived to be complex. A design should be useful, simple, and straightforward—let the complexity shine through via simplicity.

by Kevin Cornell

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Human to human design

It’s not new to say that we now live in an age in which survival in business depends on your ability to communicate effectively through the internet.

What is new is the realization that just having any old website isn’t enough. The quality of your site and the nature of its content are paramount and your ability to communicate with your audience is the key.