Designing Websites – New approaches

Designing Websites – New approach that takes into account best practices and Neuroscience observations 

Web Design, when properly undertaken, has traditionally focused on ensuring that audience can enjoy a comfortable experience by making the website colourful but simple and not confusing; been literacy, typographically and cosmetically excellent; having intuitive navigation, even providing shortcuts from sassy users; using original photographs; and been readable not just on large computer screens but also on tablets and very importantly mobile phones. 

A further approach is then to ensure that design best practices and Neuroscience observations in human interaction with websites are also taken into account. The bottom line of research done in this field is that, as a specie, we have evolved to desire beauty and enjoy art. A website should encourage its users to use their mammal brain rather than their reptilian brain. This is where decision making based on knowledge rather than reactions takes place. This leads to website users fully appreciating their experiences and therefore securing their future revisits. Websites can either be "Can-do", "Will-do" or "Still-do". The first two "do's” are reactive and therefore involve the human reptilian brain that lives its experience in a fight or leave scenario. The third "do" allows for a more caring pro-active experience that will create a continuous interaction between the users and the website. 

The composition of a websites breaks into the following areas or panes:  

1. Logo and Company (or other entity) Name 

2. Navigation 

3. Content 

4. Footer 

5. White Space 

Introducing the Golden Ratio Principle (Fibonacci numbers) is firstly key to enhance website visitors' experience, therefore making it more enjoyable and welcoming. All of the above areas of panes should abide to the Golden Ration. Taking a look at past artists such as Leonardo Da Vinci, Michelangelo, Raphael, Botticelli, Seurat and Dali, just to name a few, make us realise how important the use of the Golden Ratio is. In fact, its relevance goes well beyond arts (including music, etc...) and impact for example architecture and many other fields. This approach at designing brings a deep and strong organic feel to observers and as such should be taking into account in website design work.  

Fundamentally, the rule of thirds should be adhered to divide Website and in this respect grids are a necessity. The magical number to remember is rounded to  1.62. Using an example provided by Jarel Remick (http://code.tutsplus.com/tutorials/the-golden-ratio-in-web-design--net-2272),  

  

When working out the width of the main content and sidebar columns, taking the total width of the content area (900px for this example) and divide it by 1.62, gives us 555.55px. Rounding this figure to 555px we now know how wide the main content element (555px) and the sidebar (345px) should be. 

To enhance further the website design, attention should be given to: 

1. Emotions/Motivation (Putting now aside any technical concerns and addressing the content elements that have a deeper impact and create a bond with products or services thus stimulating a response based on visual and word messages) 

2. Persuasion/decision Making (Enhancing usability by making user interaction as simple as possible, as stated before, to ensure that they can make intelligent choices) 

3. Trust (Creating a “Still Do” website)  

An example of an effective website:  http://colormetrix.com/ 

Resources: 

1. Testing your website to check if it conforms to the Golden Ratio: http://www.uxtriggers.com/golden-ratio/ 

2. Golden Ration explained: 

 http://code.tutsplus.com/tutorials/the-golden-ratio-in-web-design--net-2272 

3. Dr. Weinschenk's website: 

http://www.theteamw.com/ 

  

Author: White Wolf Rising

Date: July 2017