Summary of features covered

The list below is a summary of many of the common features of typical "Web 2.0" sites.

Clearly, a site doesn't need to exhibit all these features to work well, and displaying these features doesn't make a design "2.0" - or good!

I've already addressed some of these factors in my introductory Current Style article. Also note my article on Real Web2.0 Design, which explains that the essence of Web2.0 design isn't surface graphical effects but the discipline of simplicity.

Disclaimer

Not all these design features are appropriate in all cases. There are always exceptions, and there are lots of bad examples of these features being used wrongly, over-used, or done without sensitivity to the "symphony" of a site's design.

You can't just take all these elements, throw them together and make a good web page, any more than you can take some eggs, sugar, flour and throw them together and get a cake.

Making a web page that works requires a lot of sensitivity to the various forces at work. A good design solution is one that balances those (often opposing) forces.

Web 2.0 ?!

I'm using the term "Web 2.0 design" to describe the prevailing style of web design I introduce in my current style article.

Many people use the term "Web 2.0" to describe:

• a resurgence in the web economy
• a new level of technological interactivity between web sites and services
• or social phenomena deriving from new types of online communities and social networks

Many others also use the term in reference to a recent school of web design. I'm comfortable with using it in that context here.

In sociological terms, movements impact people on many levels: economic, cultural, political, etc. Is skate-punk about entertainment and sport, music and the music industry, fashion, or the breakdown of society?

Introduction

I'm going to take you through the features of the current wave of excellent web site designs, dissect the most significant features, explain why each one can be good, and show you how to use them in your own sites.

If I had to sum up "Web 2.0" design in one word, it would have to be "simplicity", so that's where we'll start.

I'm a great believer in simplicity. I think it's the way forward for web design.

Today's simple, bold, elegant page designs deliver more with less:

• They enable designers to shoot straight for the site's goals, by guiding the site visitor's eye through the use of fewer, well-chosen visual elements.
• They use fewer words but say more, and carefully selected imagery to create the desired feel.
• They reject the idea that we can't guess what people want from our sites

1Simplicity

"Use as few features as are necessary to achieve what you need to achieve"

Web design is simpler than ever, and that's a good thing.

2.0 design means focused, clean and simple.

That doesn't necessarily mean minimalist, as I'll explain later.

I really believe in simplicity. That's not to say that all web sites should be minimal, but that we should use as few features as are necessary to achieve what you need to achieve.

I've written elsewhere about Occam's Razor, which is a principle I use all the time. One way of interpreting it is: Given any two possible solutions to a problem, the simpler one is better.

Here are some examples. Note how unnecessary elements have been stripped out from each. There could be a lot more on each page than there is... but would that make them stronger?

The result is that you have to look at the content. You find yourself interacting with exactly the screen features the designer intended. And you don't mind - it's easy, and you get just what you came for.

Why simplicity is good

• Web sites have goals and all web pages have purposes.
• Users' attention is a finite resource.
• It's the designer's job to help users to find what they want (or to notice what the site wants them to notice)
• Stuff on the screen attracts the eye. The more stuff there is, the more different things there are to notice, and the less likely a user is to notice the important stuff.
• So we need to enable certain communication, and we also need to minimise noise. That means we need to find a solution that's does its stuff with as little as possible. That's economy, or simplicity.

When & how to make your designs simple

When?

Always!

How?

There are two important aspects to achieving success with simplicity:

1. Remove unnecessary components, without sacrificing effectiveness.
2. Try out alternative solutions that achieve the same result more simply.

Whenever you're designing, take it as a discipline consciously to remove all unnecessary visual elements.

Concentrate particularly on areas of the layout that are less relevant to the purpose of a page, because visual activity in these areas will distract attention from the key content and navigation.

Use visual detail - whether lines, words, shapes, colour - to communicate the relevant information, not just to decorate.

Here's an example of a design that suffers from not enough simplicity.

Yaxay's interface uses a lot of pixels, but the vast majority of them are decorative, part of the page background. Relatively few pixels are used to user to find or understand information or interact with the site.

See how much "stuff" there is to look at, and notice how few of the pixels are used to clarify actual navigation, actual content, or actual interactive features.

Edward Tufte is the boss when it comes to the design of information. He uses the terms "data ink" (i.e. detail that enables information transfer) and "non-data ink" (i.e. detail that's just detail) to describe this phenomenon.

One way Tufte specifically measures the effectiveness of information design (graphs, charts, presentations etc.) is using the ratio of data-ink to non-data-ink. The higher the proportion of data-ink used, the more likely it is that a design is effective.

Taking the Yaxay detail above, there's a lot of what I call "busyness", i.e. a lot of edges, tonal changes, colour variations, shapes, lines... a lot of stuff to look at. But, in this detail, the only useful features are:

1. The site logo, and
2. the label on the nav button (which reads "art gallery")

All the rest of the "busyness": the shapes in the background, the diagonal lines in the interface panel, the grid, the gradients... all this is noise, it's all "non-data ink", because it's not enabling communication.

I'm not against richness, complexity or beauty in web design

Simplicity means:

Use as many pixels as you need, in whatever way you need, to facilitate the communication that needs to happen.

 

Of course, often what you're communicating isn't hard data, but soft information.

Hard data

means facts, like news, stock prices, train times, or how much money is in your bank account...

Soft information

covers the qualitative aspects of communication, like the first impression about the quality of a company, the sense of how approachable a service provider is, and whether you feel a product will be right for you. It can be just as important!

Whether what you're communicating is hard or soft, your pixels count, so use them consciously and with care.

Take the example below:

Alex Dukal's site is rich, interesting and appealing. It uses a range of visual techniques to draw your attention, make you interested and to give you a warm feeling about the quality of Alex's work.

But it's also simple, because it uses its pixels/ink/busyness with care and sensitivity. It's not gratuitous, it's economical and rich.

Whatever you're saying, choose wisely where you use your ink/pixels. Use it to communicate, first and foremost. Then, ask whether you can communicate just as effectively with less. If so, do it.

2Central layout

(More about this on the Current Style page). Basically, the vast majority of sites these days are positioned centrally within the browser window. Relatively few are full-screen (liquid) or left-aligned / fixed-size, compared to a few years ago.

Why a central layout is good

This "2.0" style is simple, bold and honest. Sites that sit straight front & center feel more simple, bold and honest.

Also, because we're being more economical with our pixels (and content), we're not as pressurised to cram as much information as possible above the waterline/fold.

We're using less to say more, so we can be a bit more free and easy with the amount of space used, and pad out our content with lots of lovely white space.

When & how to use a central layout

I'd say, position your site centrally unless there's a really good reason not to.

You may be wanting to get more creative with the space, or get as much information on-screen as possible (for example with a web app).

3Fewer columns

A few years ago, 3-column sites were the norm, and 4-column sites weren't uncommon. Today, 2 is more common, and 3 is the mainstream maximum.

Why using fewer columns is good

Less is more. Fewer columns feels simpler, bolder, and more honest. We're communicating less information more clearly.

There's also a by-product of the domination of centered layouts. Because we're not filling the whole screen so much, and not trying to get as much on-screen at any one time, we simply don't need as many columns of information.

How to choose your columns

I'd definitely recommend using no more than 3 columns, simply because you should use no more of anything than you need to.

There are always exceptions, so here are a few examples of more than 3 columns used effectively.

And here's a site that gets it wrong...

4Separate top sections

This means making the top of the screen (the main branding & nav area) distinct from the rest (the main content).

Of course, there's nothing new about this approach. It's a good idea, and has been used for ever. But it's being used more than ever now, and the distinction is often stronger.

See how clear the "page-tops" are in these 6 samples, even at small scale:

Why distinct top sections are good

The top section says "Here's the top of the page". Sounds obvious, but it feels good to know clearly where the page starts.

It also starts the site/page experience with a strong, bold statement. This is very "2.0"-spirited. We like strong, simple, bold attitude.

2 of these top-sections contain just branding (Protolize, Mediconmedia), 1 has just navigation (Cross Connector), and the remaining 3 have both.

The weakness of Cross Connector, in my view, is that the logo comes after the nav. I prefer the nav to be high-up, and clear (like e.g. Simple Bits).

When & how to use a distinct top section

On any site, both the main branding and main navigation should be obvious, bold and clear.

So it's a good idea to create a clear space at the top of a web site design that positions the logo and nav boldly.

Always put your logo right up the top of the screen. I'd always recommend putting your main navigation right after it.

It's definitely a good thing to mark the top of the page with a section that marks out the high-level screen features as separate from the main site content.

The top section should be visually distinct from the rest of the page content. The strongest way to differentiate is to use a bold, solid block of different colour or tone, but there are alternatives.

Here are 2 examples where the top section is separated with a solid line, rather than being solid colour itself.

And here, the top section contents simply sit boldly outside the main column area.

5Solid areas of screen real-estate

Leading on from the clearly differentiated top area, you'll notice that lots of sites define the various areas of real-estate boldly and clearly.

Real estate comes in various forms, including:

• Navigation
• Background / canvas
• Main content area
• Other stuff
• Callouts / cross-links

It's possible to design a web page so that these areas are immediately distinct from their neighbours.

The strongest way to do this is using colour.

But white space can be just as effective.

The risk with strong colour is that it draws the eye, so it can take attention away from other relevant screen elements.

I think that placing clean content on white space creates an easier experience, helping the viewer to feel more relaxed and free to browse.

6Simple nav

Permanent navigation - your global site nav that appears on every page as part of the page template - needs to be clearly identifiable as navigation, and should be easy to interpret, target and select.

• 2.0 design makes global navigation large, bold, clean and obvious.
• Inline hyperlinks (links within text) are typically clearly differentiated from normal text.

Why simple navigation is better

Users need to be able to identify navigation, which tells them various important information:

• Where they are (in the scheme of things)
• Where else they can go from here
• And what options they have for doing stuff

Following the principle of simplicity, and general reduction of noise, the best ways to clarify navigation are:

• Positioning permanent navigation links apart from content
• Differentiating navigation using colour, tone and shape
• Making navigation items large and bold
• Using clear text to make the purpose of each link unambiguous

How to keep your nav simple

Simply remember the key: navigation should be clearly distinguishable from non-navigation.

Just follow the guidelines above, regarding differentiation through position, colour and clarity.

My article about navigation »

Inline hyperlinks should also stand out sufficiently from the text around them.

Check out these snippets. In each case, you're in do doubt what's a link. (Personally, I prefer using blue text (non-underlined) which turns to underlined red on hover...)

 

7Bold logos

A clear, bold, strong brand - incorporating attitude, tone of voice, and first impression - is helped by a bold logo.

Here are some (100% scale). Notice that logos are tending to be quite large, in line with the general 2.0 principles.

Why?

Strong, bold logos say "This is who we are." in a way that we can believe.

When & how?

See my articles on logos and text-based logos.

It's very hard to say how to create a good logo, but in brief...

Your logo should:

• work visually in its main context, and any other uses in which it may be used (like flyers or t-shirts?)
• be recognisable and distinctive
• represent your brand's personality and qualities on first viewing

More info…

8Bigger text

Lots of "2.0" web sites have big text, compared to older-style sites.

If you fill the same amount of space with less "stuff", you have more room.

When you've made more room, you can choose to make more important elements bigger than less important elements (if they're still there).

Making things bigger makes them more noticeable than lesser elements. This effect has been used throughout the history of print design, on headings, title pages and headlines.

Not only does big text stand out, but it's also more accessible to more people. That's not just people with visual impairments, but also people looking on LCD screens in sunlight, people sitting a little further from the screen, and people just skimming the page. If you think about it, that could be quite a lot of people!

When & how to use big text

Big text makes most pages more usable for more people, so it's a good thing.

Of course, size is relative. You can't take a normal, busy site, make ALL the text bigger, and make it more usable. That might not work, that might be worse.

In order to use big text, you have to make room by simplifying, removing unnecessary elements.

You also need to haave a reason to make some text bigger than other text. And the text must be meaningful and useful. There's no point adding some big text just because it's oh-so 2.0!

If you need to have a lot of information on a page, and it's all relatively equal in importance, then maybe you can keep it all small.

9Bold text introductions

Leading on from the big text theme, many sites lead with strong all-text headline descriptions.

These normally set out the site's USP, elevator pitch or main message.

They tend to be graphical, rather than regular text. The reason for this is that designers want a lot of control over the page's visual impact, especially early on in a browsing experience.

When & how to use a bold text intro

Only use one if you've got something bold to say. v (If you haven't got something bold to say, maybe it's worth having a think about the purpose of your page/site and coming up with somethign worth saying boldly!)

If you have a simple message that you want to be seen first, go ahead and headline it. Make it clear by putting it against a relatively plain background.

10Strong colours

Bright, strong colours draw the eye. Use them to divide the page into clear sections, and to highlight important elements.

When you have a simple, stripped-out design, you can use a bit of intense colour to help differentiate areas of real-estate and to draw attention to items you want the visitor to notice.