Content Comes First
Design, whether online or on paper, is nothing more than a container for the message it communicates. A good designer always begins with a thorough understanding of the content to be displayed.
Aimed at the Audience
Different people respond to different types of design. The message — and its delivery — must be carefully crafted to appeal to the desired audience.
Organized Intuitively
Viewers are easily frustrated by hard-to-find information or ridiculously elaborate navigation schemes. Truly excellent design anticipates thought flow and provides easy access to content.
Clean Lines & Negative Space
Enough is enough. Know when to say no. There's simply no excuse for cluttered design. Well-placed lines draw the eye into the design. Sufficient negative space places emphasis on the most important aspect: the content.
Accessibility Matters
If no one can see it, what's the point? Web design especially must meet current standards of accessibility. Disabled users, users with older computers (or who choose not to enable certain features), and search engines are among those who will be unable to see your message if it is not accessible. Bells and whistles are often the most difficult to access — they should never be tied to key functions of your site. 'Graceful degradation' means that your site's core features remain intact even when the fancy effects are removed.
Artistic Influences
I base my designs more on the needs and specifications of a particular project than my personal predilections. But if you're curious, here's a (very incomplete) list of what I like to look at:
- Aubrey Beardsley's illustrations for Salome
- Woman in Blue by Henri Matisse
- Fashion designs by Erté
- Godey's Lady's Book
- More soon . . . I'm thinking!