Simplicity
Simplicity - key content, zero clutter
"Of two equivalent theories or explanations, all other things being equal, the simpler one is to be preferred."
Occam's Razor
How many times have you visited a site only to find yourself wading in web-clutter? I have lost count. The aim of any site, whether you are providing information or selling lightbulbs, should be to get to the point and take the customer where you want them to go - quickly.
Of course, the look and feel of a site is fundamental. But this in itself means nothing if the content is confusing, cluttered, or takes too long to download. Do you really need that extra image? Is that video only there because you think it looks good, or because it actually serves a purpose? Does that flashy, bandwidth-intensive splash page serve no purpose other than to encourage your visitors to hit 'skip intro' or worse still hit the back button?
The key rules:
- If you don't really need it, bin it.
- Do you need two dozen words when half that would suffice?
- Does complicating things really add any value to the site?
- Customers don't want to look at a blank screen. Pages that download key content quickly are essential.
- A simple graphic can highlight a paragraph and draw attention to it, but too many is just messy.
- Short, sweet and simple - not confusing, complicated and cluttered.
- Content is king.
All-singing and all-dancing web sites packed with bells and whistles won't always sell your business - a fluid layout, providing what your customers actually want and providing key content on the other hand always will.