Eight sassy design principles that underpin great web design projects

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Here are eight core fundamentals that tend to underpin website design and development work. Although take these with a grain of salt. Perhaps, if you’re in the mood, add some lemon and vodka which tends to add further creative fuel to design projects.

1. Be innovative

The best graphic design pushes the boundaries and involves critical thinking about approach and UI. It’s always a good idea to stay abreast of changes to industry standards and then know when to break the rules too.

2. Start with a problem

All design from graphic design to web design to industrial design, should take a problem and solve it. Think in terms of UX and the presentation of information. Make sure that the content on the site is useful to human visitors. And also useful to robots parsing the site. SEO and exceptional content are equally important to good design and should work hand in glove.

3. Be unobtrusive

Keep the design as simple, clean, unobtrusive as possible. Create systems and navigation that are transparent and simple to use. The best design doesn’t scream out for attention, but is subtly beautiful. It announces itself with a whisper and a murmur.

4. Understand aesthetics

Space and Grid: Information on websites should be ordered in a logical way for the eyes of visitors. Work the white space really carefully.

Typography: Keep it tight with only three different types in a maximum of six sizes used throughout the site.

Colour Choices: Keep in mind colour choice, along with integration of an overall brand identity. There’s an intricate psychology to colour choice in design. It’s important to be aware of that.

5. Keep the end goal in mind

Don’t obfuscate the website or design by adding too many elements. Have one call to action. Then neatly and simply guide the user towards this through the design.

6. Design for a long shelf life

Great web design and graphic design employs classic design principles and isn’t faddish or fashionable. You should use a flexible template that can be changed or modified with new content, images and other small modular iterations. It should be mobile-first and driven by the user experience, rather than pushing an obvious agenda. Future-proofed design looks beautiful on all devices. It uses HTML and CSS that’s easy to read and change as required.

7. Build integrity

The purpose of design is to be open, honest and provide everything that a user needs. A great user experience provides all of the sign posts, guidance and help that is required for the user to achieve clearly defined conversion goals on the website. The purpose of design isn’t just about creating the ‘wow’ factor. It’s also practical and helps visitors to reach a specific goal (or conversion) or to gain a deeper understanding into a subject.

8. Aim to fail fast, and pick yourself up

In order to completely capitalise on your skills, you need to fail fast and early on. Sounds rather counter-intuitive but it’s really not.

James Dyson of the bagless vacuuming empire failed with his prototype vacuum 5,127 times before perfecting his bagless model. Through an iterative process of trial and error he eventually made it. This required some grit, perseverance, determination on his part. In order to succeed, one needs to fail over and over again.

Agile Project Management 101 teaches us that failing fast and early on is a low-risk strategy. This means a project may be more likely to ‘break on through to the other side’ and succeed.


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