4 Key Principles of Web Design

Wed10Dec2014

design · 2014 · 2014-12 · tips

If you’ve ever researched web design principles, you’re probably more than familiar with the following attitude: “Web design is just so easy these days. With lightning-fast internet speed and
sophisticated browsers, designers hardly have to deal with any of the restrictions that shaped the early days of the web. A website is, more than ever, a designer’s canvas.”

This may be true enough from the perspective of someone already comfortable with the basics, but if phrases like “CSS responsive grid system” and “Google Web Fonts” are alien to you, then jumping
into the supposedly “oh-so-easy” world of web design may still seem a daunting proposition.

In recognition of this, we put together a truly basic set of web design basics with the beginner in mind. Of course, it’s never a bad idea to review the fundamentals, even if you consider yourself a
wiz.

1. Grid systems

Since the invention of the codex in the 1st century, the grid has determined how we read.
Thousands of variations, involving different arrangements of rows and columns, have emerged over time.

Think of the way text and images are arranged in books, newspapers and magazines. These are the systems that were more or less directly carried over onto the web, and they work. Word to the wise:
many a designer has attempted to avoid the grid in the name of “creativity”; many such websites go unread.

In a world where people are as, if not more, likely to browse the web on phones and tablets than on traditional computers, the issue of “responsive design”—designs that translate to smaller screen
sizes in a smooth and intentional manner—is also paramount.

2. Visual hierarchy

We recently wrote a full article on this subject, so we’ll be brief here. Basically, it’s
a known fact that in most cultures, people read left-to-right and top-down. However, it is also a known fact that, within these parameters, reading behavior follows a much more complex set of rules.
This is especially true on the internet where people actually “scan” pages much more than they “read” them.

Good web pages are built in response to these measured reading patterns by placing important elements, like the logo, call to action or a key image, along the axes that the reader is expected to
scan. These conventionally take either an “F” or a “Z” shape.

3. Web-safe fonts

In 2014, the term “web-safe fonts” already feels like something of an anachronism. Back in the early days of the internet, browsers supported a very limited number of fonts—typically just ones that
were already installed in users’ word processing software—and if you deviated from these, some visitors would just wind up seeing random symbols.

Today, it is still true that certain fonts are supported by most browsers while others fonts are not, but the number of web-safe options has exploded thanks to the adoption of what is known as
@font-face embedding in most modern browsers. Indeed, many designers complain of having too much to choose from.

Fee-based font services include Typekit, WebINK, Fontdeck and Fontspring. You can find nice free fonts, too, if you do a little searching through free services like Google Web Fonts. Here is a
recent roundup of nice free web fonts.

4. Images and colors

s[ace'] The principles of image and color
placement are not especially unique to web design, so we won’t go into too much depth here. The main maxim to keep is: don’t overdo it.

For colors:

Like fonts, just stick to 2 or 3. They should of course echo the host’s branding, while serving to highlight important areas, as noted in the “visual hierarchy” section.

One other consideration worth keeping in the back of your mind is the fact that something like 5% of the (male) population is colorblind, so watch out with your color pairings. We wrote a
more in-depth article on the subject here.

Avoid images that move. Resist the urge for flash. Even .gifs
are highly questionable, unless executed with the utmost skill. In general, studies show that viewers much prefer websites that keep still.

Don’t use images simply as a way to fill space; visitors will pick up on this immediately and may lose interest in your page. Instead, only use images which communicate useful
information—illustrating accompanying text or explaining something about a product being described.

Be aware of the licensing restrictions associated with your images. Most images are copyrighted, meaning that you or your client will have to pay to use them, according to your needs.