EVERYTHING GET’S A REDESIGN
I never was much of a newspaper reader, not even with my affinity for printed matter. Nothing much unusual for a graphic designer. Among other great German newspapers, close friends favour Süddeutsche for its tonality and appearance.
Congratulations for its clean, straight forward online design. It comes close to being blog DNA. Alas, it was hand coded. The economic and efficiency advantages of theme based design have not been recognised.
Blog DNA, and open standards are defining the international web standard. The web standard meets the habits and expectations of an international web municipality.
Detlef Haaks, CEO of Süddeutsche.de now wants to change the paper for good. If for the better or worse,depends on how accepting the Bavarians are in catching up with the global web standard. Germany has been ignoring for as long as the evolution has been going on.
As said the Munich paper has a formidable format online already and why fix it if its not broken? Of little surprise, the motivation is to grow readership and transform them into subscribers.
Imitation is recommended
Adored papers of anglo-saxon descent are experimenting with such paywalls. A great many make use of software from the shelves. Blog DNA and open standards, pulling up alongside the successes of mommy bloggers. Design dissolves into behaviour. Especially true with returning visitors as is the case with newspaper subscribers.
of customers search the web before making a purchase decision.
of people go to the brand or product website to find relevant information about it
of users admit they decide on a company’s credibility based on its website’s design.
Where do I look?
A clean appearance, readable typography and immediately evident usability dominate the first impressions. Usability is key to lasting impressions.
A large bleeding image received as relevant or aesthetically significant gets all the attention or is a complete failure in the eye of the beholder.
The mental state of the viewer, her motivation, decides over success or failure.
If you want to focus on details rather, the above infographic provides average viewing time of the basic elements of your website:
- 6.44 sec for menu items
- 5.48 sec for the brand logo
- 5.94 sec for the key visual
Please note, if one of the smaller images would contain a nude image, it would change the average viewing time of the elements. Some statistics and infographics may sway your decision making even if they are unreliable.
Make use of universal trends. Their origins are operating systems such as OS X oder iOS. They have been tested with a large user base over an extended period of time:
- Unobtrusive interface design: Avoid colours, content comes first
- White space: Generous design. Make room for air not errors.
- Flipchart: tiny applications / mini apps, the front teases, the flipside resolves
- Blurred background images: hot items this season
- Blurred see through interface elements: pretend to be transparent, pretend openess.