I've been in the web design industry since 1998, witnessing its evolution through various phases. However, the current trend feels unpredictable and unusual.
For years, UX designers have struggled against what is termed as the "dribbblization" of the industry. In essence, this involves creating visually appealing projects that are often nonfunctional or challenging to code.
These designs initially captivate the eye but lack practicality and usability.
Form has once again overshadowed function.
With the accessibility of animation tools and tutorials, we now see these designs come to life in animated forms. Here's an illustration.
The primary issues with such designs include prolonged loading times (which lead to high bounce rates), vague and ineffective copy, and vertical animations that divert attention from the main action.
While the design might be visually enticing, it frequently fails to function effectively.
Understanding the Role of Design
Let's consider the fundamental purpose of a website. In 99% of cases, it exists to facilitate sales and encourage user interaction with a call-to-action button.
Aesthetically pleasing backgrounds with scenic imagery, though visually gratifying, don't drive sales. They serve as mere artwork, lacking functional value.
This trend combines attractive images with mediocre UI design, gaining popularity on social media platforms.
These designs garner significant attention but fail to convert effectively.
Now, let's dissect the core issues:
Main Concerns
- Content is often vague and misaligned with the product, reducing its persuasive power.
- The background image, though eye-catching, bears no relation to the product, rendering it ineffective.
- Forms, often used to occupy visual space, are unnecessarily complex, whereas a simple email field would suffice.
- Buttons feature small typography to conceal vague or repetitive text, hindering conversion rates.
- Navigation elements are often purely decorative, lacking functionality and meaning.
The Overabundance of Artistic Designs
There's value in artistic web design, and it should be embraced. However, problems arise when such designs are presented as functional websites.
These are not actual projects but rather creative explorations.
This artistic approach was once prevalent on platforms like Dribbble and has now migrated to social media.
The Pitfalls of Algorithm Manipulation
The popularity of these visually appealing posts is exploited by network-seekers, misleading junior designers into believing this is the standard for web design.
If it's trendy, it must be good – a common misconception.
What Clients Truly Desire
When building websites for clients, the assumption is they want to maximize sales. However, my 25 years of experience suggest otherwise.
Many clients view web design as an art form, seeking visually appealing sites over functional ones.
Pursuing form over function can lead to business failure.
At Squareblack, we learned that clients are not always right. As designers, it is our duty to guide them towards effective outcomes.
A well-performing website ensures return clients, while one that prioritizes aesthetic nostalgia over conversions won't sustain business relations.
Exploring Another Case
Consider another example: an animated career portal boasting parallax animations and delayed action buttons. Despite its visual appeal, it takes an excessive 31 seconds to load.
While it may attract social media attention, it falls short in driving user engagement.
Let's correct these issues!
Step One: Thorough Analysis
The initial step involves analyzing and annotating the design. Whether it's your creation or a redesign task, identifying potential issues is crucial.
Communicate with your client thoroughly, explaining problem areas and their implications.
Step Two: Enhancing the Design
Begin with refining the copy for better alignment with visuals. If salvageable, minor tweaks to aesthetics can complement the enhanced content.
Ensure clients understand the logical strategy behind every design decision.
If interested in a comprehensive guide, check out my video which is part of a free design course.
Specific Design Flaws
- Loading speed must be optimized.
- Avoid cognitive overload with excessive animations.
- Ensure the website aesthetics harmonize with functional objectives.
Step Three: Continuous Testing and Iteration
Design is an ongoing process; completion extends beyond project handoff. Quality assurance, testing, and iterative improvement remain integral components.
Emphasize to clients the value of continued engagement for optimal performance and growth.
What to Test?
Start with copy variations to determine what resonates best with the audience.
Experiment with visuals, colors, and site elements, ensuring all changes maintain coherence with the brand narrative.
Your role transcends crafting visually appealing designs. It's about delivering strategic solutions.
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