van der Wyk Design: Designer’s Notebook

When it comes to designing or re-designing a website, there are many ways to approach the project. Some clients have in mind a certain look they want to achieve, while others focus on features the site should have. When I start any new project, one of the most important questions I can ask my clients is ‘Who is your target audience?’ The answer to this question informs the style, structure, features, layout, and language of the site.

Flesh out your “user”

When identifying the target audience for a site, I like to think of the audience as a specific person. I think of the age demographic and choose the average age. More male or female? Average income? Taste in movies, books and lifestyle in general are all part of this character.

Building the blueprint

When my user goes to this site, what are they looking for? Information or products for sale? Perhaps they would like to listen to music.  What is the easiest way for them to get what they need? The features and function of the website are calculated based on these questions. Structure is next: what style of navigation is easiest for this user? Which pages should be presented first? My approach to navigation is that it should be obvious so my user does not have to figure out a maze, but can automatically find where to go. If there are subpages, the category title should be simple and very descriptive.

Coloring the design “skeleton”

When I have my features and navigation structure planned, it is time to think about style and language. It is important to me to represent the brand well in these designs, so I start with the logo and identity for color and style, but always keeping in mind my user. What would they like to see? Glossy buttons, big type, or should it look like a metal machine? and how would they like to be spoken to? Should we use a casual, cheery tone, or is a more formal, academic style appropriate?

In sum:

The most successful website (and print) designs speak directly to their intended audience using features, layout, style and language created especially for that group. They are not going to look the same, or have the same features but the commonality should be the ease of use. It is because I believe so strongly in this approach that I make custom deisgns for my clients, starting from square one every time. Every client is different, and their audiences all have different needs. And yes, of course you are invited to call for your custom design consultation, always free of charge!