“Clarity is very important for your website. The image to copy ratio should balance on any website,” says startup Canva’s marketing UI/UX designer Shamal Singh.
As a design-focused team, Singh says they are always looking for ways to create cutting-edge interactions that help communicate the brand message they are trying to convey – after all, it is through online content that most businesses communicate with their potential customers.
Keeping things constant
“Consistency is very important. Not only should you stay consistent to your brand and feel, but also the whole ecosystem of the site should work together. For example, navigation should be exactly the same, and the hover and active states should be the same, so the user’s expectations are met,” says Singh.
“I like to use the principles of architecture and apply them to the screen. It’s like imagining a space that the user enters. You need to understand how the user navigates through the building, get to the area they need to get to, and then perform the function.
“You need to organise which spaces should be adjacent to each other and how one space links to the other. It also involves an understanding of how each space should be used by the user. For example, static spaces compared to passive spaces. If it is a ‘lobby’ (passive), people will use it differently than if it is a ‘room’ (static).”
Give your online presence a purpose
When it comes to specific features, it’s more about context: “All website features are there for a reason. We just need to decide what to use and what we should highlight. If the main aim for your website is sharing, like a blog for example, then make it easy to share. If the website was about images, like a tourism site, make the images easy to view and navigate.”
Overall, a website is an effective way to maximise your brand presence: “Stick to your brand so users know where they are. If you are selling products, make it obvious and make sure everything leads to making the sale.”