Graphic design and web design share many of the same visual principles, but applying effective web design principles requires thinking beyond how a page looks.
A website needs to adapt to different devices and make information easy to find. It also needs to support the actions visitors want to take while accounting for accessibility and the technology working behind the scenes.
Whether you’re a small business owner planning a new website or part of a marketing team preparing for a redesign, understanding a few essential web design principles can help you make better decisions throughout the process.
Because when it comes to websites, good design isn’t just about creating the right look. It’s about creating an experience that works.
Start with what your visitors need
It’s easy to begin a website project by thinking about colors, imagery or how the homepage should look. Before getting too far into the visual direction, consider what visitors actually need from the site.
Someone might be researching your services, looking for contact information or deciding whether your organization is the right fit. For example, an e-commerce customer may want to quickly find and purchase a product with minimal effort navigating your website. An effective website user experience makes those paths clear.
Questions to consider
- What information are visitors most likely looking for?
- What actions do we want them to take?
- Can they quickly understand what we offer?
- Is there a clear next step?
These questions can help establish priorities for the site before individual design decisions take over.
Your website needs to work on every screen
Unlike a printed piece, a website doesn’t have fixed dimensions. Visitors might see your website on a large desktop monitor, tablet or phone. The experience needs to remain clear and usable regardless of screen size.
Responsive web design accounts for these changes by allowing layouts and content to adapt to the available space. That doesn’t simply mean shrinking the desktop version of a website.
A multi-column layout, for example, may need to stack on mobile. Navigation may also need to change when less screen space is available. Calls to action should remain easy to find and use.
Considering these differences from the beginning can prevent a website that looks impressive on one screen but becomes frustrating on another.
Questions to consider
- How will this layout adapt to a smaller screen?
- Will important information remain easy to find on mobile?
- Are buttons and calls to action easy to use across devices?
- Does the mobile experience feel intentional rather than condensed?
Make important information easy to find
Visitors shouldn’t have to search through your website to understand what you do or find the information they need.
Visual hierarchy helps communicate what’s most important through typography, spacing and content placement. Clear website navigation gives visitors a predictable way to move through the site.
This is one place where graphic design principles translate particularly well to the web. Strong typography and thoughtful use of space can establish hierarchy while reinforcing your visual brand. Digital readability, however, introduces additional considerations. A typeface that works well in print may be harder to read on a phone.
Questions to consider
- Can visitors quickly identify the most important information?
- Do headings make the page easy to scan?
- Is the navigation clear without requiring explanation?
- Does the visual design support the content rather than compete with it?
The goal is to create a visual experience that strengthens the brand while helping visitors get where they need to go.
Design around what visitors need to do
Websites are interactive. That means design decisions also need to account for what happens after someone clicks.
Visitors may submit a form or make a purchase. They might search the site, access gated content or interact with a feature specific to your organization.
These actions are part of website functionality, and they should be considered alongside the visual design.
Questions to consider
- What actions should visitors be able to complete online?
- What forms or interactive features will the website need?
- Does the site need e-commerce or other specialized functionality?
- What needs to happen after a visitor completes an action?
Identifying these requirements early can help ensure functionality is built into the website strategy rather than added as an afterthought.
Make accessibility part of good website design
Website accessibility should be considered throughout a website project, not only after the site has been designed and developed.
Visual choices such as color contrast, typography and content hierarchy can affect how easily people read and understand a website. But accessibility also extends beyond what visitors see. How navigation, forms and other interactive elements are developed can influence whether people using different devices or assistive technologies can successfully interact with the site.
Considering accessibility early can also make it easier to address potential issues as part of the overall design and development process rather than trying to retrofit improvements later.
Questions to consider
- Is there sufficient contrast between text and its background?
- Is body copy comfortable to read across screen sizes?
- Does the design rely on color alone to communicate important information?
- Are forms, buttons and other interactive elements clear and easy to use?
- Can visitors navigate and understand the site’s content in different ways?
Accessibility is ultimately part of creating a stronger website user experience. Building it into the process from the beginning can help create a more usable website for a wider range of visitors.
Plan for the technology you use today and tomorrow
Your website doesn’t operate in isolation. It may need to connect with the sales and marketing technology your organization already uses, including your CRM, email marketing platform, e-commerce tools or other business systems.
The website platform you choose can influence how easily those tools integrate and how readily your site can evolve as your needs change.
Questions to consider
- What sales and marketing platforms does the website need to integrate with?
- Will information need to flow between the website and a CRM or other systems?
- Can the platform support functionality you may want to add later?
- Will your team be able to make routine content updates without developer support?
- Can the website evolve without requiring a complete rebuild every time your needs change?
A good web design and development partner isn’t only thinking about launch day. Websites continually evolve as organizations introduce new services, campaigns and technology. Building on the right foundation can make future adjustments significantly easier.
Good website design brings everything together
A beautiful website can make a strong first impression, but appearance alone doesn’t determine whether the site will be effective.
Strong web design principles bring the visual experience together with usability and functionality. They also consider accessibility and how the website fits into the larger technology ecosystem supporting your organization.
You don’t need to understand every technical detail yourself. Small business owners bring knowledge of their customers and goals. Marketing teams understand the brand and broader strategy. Agencies and graphic designers may bring an established creative vision.
The right website design and development partner helps connect those pieces and translate them into a digital experience that works today while providing flexibility for what’s next.
Flying Orange works collaboratively with small businesses, nonprofits and larger organizations to build customized websites around their goals. From design and development to integrations and ongoing website maintenance, the team considers both what a website needs to accomplish now and how it may need to evolve over time.
Planning a new website or wondering whether your current site is still working for your organization? Start a conversation with Flying Orange about building a website that’s ready for what comes next.
Flying Orange has been a trusted development resource since 2007, meaning we’ve seen our fair share of design trends. Feel free to reach out for a free quote. We’re here to help with both ongoing, monthly website maintenance, or full website redesigns. We would love to learn more about your needs.
