Designing with Archetypes

Visual design, like people, has a personality. I’ve said it many times before, visual design is communication. How a design is executed will tell viewers a story about the subject matter represented. The typography, colors, imagery, spacing all work together to form what we often refer to as visual language and design tone. Much like […]

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50 Point Conversion Optimization Checklist

An optimized website can convert ten times as many users as a non-conversions optimized site. The amount of information on conversion optimization is vast, a quick Google search reveals over 578 million results on “Conversion Optimization.” With so much information on the subject available, it can be difficult to identify where to start or what […]

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Psychology of Beautiful Web Design

If you’re a frequent reader of this blog you might have noticed I can be critical of visual design. The underlying implication that visuals received a disproportionate amount of attention during the initial stages of page layout and construction. A qualification is now in order: Visuals don’t make a design great, but they’re an essential […]

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Principles of Effective Web Design

Design is a critical aspect of website success, despite the abundance of “ready for you” templates and site builders. Using off-the-shelf WordPress themes or Square Space templates can be a quick way to get an attractive site up and running, but it doesn’t mean the website will be successful. This isn’t to say that these […]

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Jobs to Be Done in Web Design

We’re huge advocates of creating personas during the strategy phase of web design. If nothing else, personas help stakeholders view the process from the perspectives of their target audience rather than focusing on their own, personal objectives. Personas can include a wide range of information depending on who’s crafting them. Designers have different opinions about […]

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Website Browsing Behavior Patterns

One of the most common complaints about websites is that important information can be difficult to find. Leading users to the content they’re looking for is critical for a successful website visit and encourages previous users to return. Easy in theory but difficult in practice. Users can easily find information when it’s organized and labeled […]

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Design – Usable Doesn’t Mean Useful

The term “usability” receives a lot of attention in the web design space and with good reason. Usability implies users can effortlessly accomplish the goals that brought them to the website in the first place, and is the primary metric in determining whether a site is successful. Implementing usability in terms of simply meeting user […]

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How to Create Personas for User Experience

User personas are one of the most effective ways to improve the quality of your designs. Often created during design discovery, personas are a tool to better understand and align everyone around your target audience. When used properly, they ensure you stay on course and end up with the strongest possible design concept. In this […]

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The Principles of Minimalist Web Design

Antoine de Saint-Exupéry once said, “Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away.” While Antoine’s message was about writing it very much applies to design. The benefits of minimal design are numerous, but most importantly with everything unnecessary stripped away all the focus […]

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User Psychology in Website Design

Usability discussions are plagued with self-reflection. Designers assess how obvious something is by putting themselves in the user’s shoes. The notion behind this practice is if it’s obvious to you, then it must be for the user as well. This approach contains two fundamental flaws: It provides a false sense you’re designing with usability in […]

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