Not long ago, Design used to be the last thing a start-up would think about. Yes, it costs money. Yes, you could “hire” the family artist to create your logo and website (aka FIRST IMPRESSION) of your business. So why shouldn’t you?
The two-tenths rule, that’s why.
Two-tenths of a second is the amount of time it takes to form a first impression on a web site (1). That’s it. Site opens, site has bad aesthetics or clunky UI, you navigate away. Sound familiar?
Usability issues, poorly laid out information, lack of vital information, intrusive pop-ups or music players– all contribute to the end user’s satisfaction or lack thereof. What keeps them browsing your site instead of clickity-clicking to another one? Very little, really. You may, indeed, be selling a product they have a need for. Perhaps you turned up in their Google search. Maybe your site DOES offer all the content they need to see, but unless you’ve hired a thoughtful designer to help deliver that information to them effectively, you run the risk of losing prospective clients.
This example illustrates what I mean. Stunning, but in a bad way, this website fails to impress its target market, according to Vincent Flanders’ webpagesthatsuck.com.
Exhibit A:
Headhunter Styling’s website. This example was taken from a list of 2014’s worst websites. (2014!!)
Let’s say, for argument’s sake, that this establishment’s hairstyling talent is amazing! Would you get your hair cut from these guys based on their website? Probably not. Will a bad logo or clunky web interface lead your potential client to click away from your site and onto a competitors? Most likely, yes.
According to Matt Mickiewicz, co-founder of 99designs and featured on Forbes Magazine’s 30 under 30 list, “design today has moved from an afterthought to a basic need, and a solid marketing plan isn’t enough to succeed anymore.”
I couldn't agree more.
Now, let's take a look at something absolutely superb! This website doesn't sell a product, rather, it is Tokyo, Japan Photographer, Moeko Abe's portfolio website. Site design by Stronghold Japan (Mikiko Kikuoka).
This site is gorgeous! Take a minute and browse around the full site. These screen shots do it no justice. The UI is just fantastic. When you scroll down the page, other magical things start to happen and the user remains engaged. One Day I hope to have web design skills like these. Bravo Stronghold! Beautiful Work.
(1.) According to a study published in February 2012 by researchers at the Missouri University of Science and Technology
Credits: Matt Mickiewicz, co-founder of 99designs, SitePoint and Flippa
Abemoeko.com was nominated as one of the cleanest web designs of 2014 by Awwwards.com, Awards for design, creativity and innovation on the internet.
