Making your web site look good

The title of this post is misleading. There are lots of sites that look great. My rant is that looking good simply isn't enough. Too many sites are set up for looks and maybe search engine spiders, but forget the human visitor.

Perhaps it's my aging eyes, but 6 point, gray type is not easily readable. Remember, designers, the boomer generation is HUGE and getting older. Do you want to speak to us or PISS US OFF?

Everyone's heard of dressing for success. Well, looks count when it comes to business communication. In fact, looks matter a lot, especially:

1) TEXT
Typeface There are hundreds, maybe thousands, of typefaces. Some are easier to read than others. Make sure your text is easy-to-read. Avoid using more than two or three different faces. Multiple typefaces create a cluttered look.

Size Keep the type large enough, too. 12-14 pt. is usually good, but you may need to offer larger alternatives if your audience is older. You may have to cut back on copy to fit your space.

Color Provide enough contrast between the type and the page background so the text is readable.

2) LINE LENGTH
Newspapers and magazines format their articles in columns 'cause it’s easier for human eyes to track shorter lines of text. Break up your copy into columns that are no more than 3” wide for a cleaner look and better readability.

This is where most common web formats (including this blog) fail -- there may be one narrow column and one wide. Come on, web designers! You're smart. Can't you give us more options with narrower columns?

3) COPY LENGTH
Most visitors won’t have the time or inclination to plow through long text. Keep what you have to say brief. Use bullet points. Offer more information through links. That leaves it up to the visitor to follow what’s of interest.

4) PHOTO/OTHER VISUALS
You know the saying, “A picture is worth a thousand words”? It’s true. Use visuals to emphasize your messages. But be picky. Poor quality, fuzzy focus photos speak volumes about an organization. And what they say isn’t good.

5) CONSISTENT LOOK
Once you’ve worked out a look, standardize it. Set up rules for logo usage, color, tag line, layout, and follow them. Consistency across all platforms builds familiarity.