Forget about design
Photo by eschipul
We judge people by how they look. It’s an everyday occurrence, no matter how unfair. But what if appearances didn’t matter? What if we could just say what’s on our minds and not worry about clothes, hair, makeup?
Okay, so if I told you to turn up for your next job interview wearing pyjamas, you’d think I was nuts. Rightly so. On the Internet, however, appearances count for a lot less.
Steve Pavlina, Matt Cutts, Seth Godin. Between them they author three of the most popular blogs on the Internet, each with an Alexa rank under 10k. Now I’m sure you’ll agree that their site designs aren’t anything to write home about (although in Steve’s case, you might actually want to write something). Yet this doesn’t stop an increasing number of people flocking to read what they’ve written.
“But these guys aren’t the norm.” you might say. Or, “I don’t have the voice to attract their numbers.” Steve, Matt, and Seth are no different from either of us. Set your mind to it and you can go wherever you want to go.
The next time you’re putting off a blog post until you get your design “just right”, scratch that idea. It’s what you say that matters most.
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Great post, David. I must say, some days it is hard to stay positive, but we all have to keep pushing forward. We are all capable of great things and of reaching our goals. Perseverance is key. Thanks for the post!
I really don’t agree with that. Those sites succeed despite their design, not because their design is unimportant. Apotheosis: J. Nielsen.
design is not about art, its about making the user forget about technology and enjoy what they do.
Oh I absolutely agree. (Sez the designer who is so web illiterate that she has to use an off the shelf blogger blog).
Thanks for the encouragement, David.
Great point and I totally agree! Do what you love and are gifted at to the best of your ability and you will succeed, although your definition of success may be different than the success that actually occurs. Good design doesn’t hurt, though! :)
Thank for the post. I have to agree with Joe Keyword. Those sites succeed despite their design but for us it’s different. The have more slack because their sites are not about design. I bolg about design so if feel that I’m held to higher standards.
@Mario I agree with you that whatever your specialty is on the blog should be the focus and what is polished the best.
Although I do find a level of trust associated with great design, whether or not they are blogging about design. The better the design, the more I will trust what the author is writing about. If you’re going to make a purchase online, I wouldn’t purchase from a site with poor design unless I’ve heard otherwise from someone else.
Hi Joe, most of my readers are designers, so I purposely left out the basics. Much like the worn shoes in the photo above, every website needs a solid foundation, or “sole”. But once the sole is fitted, it’s all too easy to spend unnecessary time tweaking here, tweaking there.
In fact, this post was prompted after I was spending time changing my own website. It wasn’t broken, but us designers are never 100% satisfied, and there’s a compulsion to critique our work as if it’s never truly finished. It can be. We just need to focus on our goals.
Thanks, Erika. Staying positive is a point I hoped was taken from this short post.
Julie, your blog may be the standard template, but it has everything in place to get your voice heard, and I wish you every success with it.
Mario, that’s true. Designers are held to higher standards. But do you agree that we tend to over-think things? Make them more complicated than they need to be? I think it’s good practice to consider what’s unnecessary on our websites, and I’ve never been too keen on highly-decorated design.
Thanks for the words of wisdom. I am highly guilty of over-perfectionism. It can be counterproductive: sometimes I feel my illustrations reach a point where I’ve overworked them, and I end up reverting to earlier versions after a great deal of pain, sweat and wasted time. Conversely, a bit of sloppiness can sometimes yield surprisingly good results. Hm – maybe I need to work on being sloppy in future. ;)
Nice article. I am a designer and a writer, so I am always unsatisfied! Well, not anymore. I give myself a break on both fronts now and find myself much happier.
I disagree with you about these sites being badly designed. True, they’re nothing to write home about, but the information is well laid out and easy to find. No mindless ads strewn all over. For a content-centric site (as opposed to photo-blogs, games, etc) that is all that is needed.
Even though none of those sites are stunners, you could argue that there is some level of design on those sites and they do follow some basic design principles.
They all have headings that stand out from the body text, they have links that are a different colour, text that’s legible and in contrast with the backgrounds. If Seth’s blog was written in purple text on a floral background you can bet he wouldn’t be getting so many readers.
So I would say get those basics right, and David as you said start posting and then you can start beautifying. That’s the joy of the web as opposed to print design. If you don’t like something, just change it.
Steve’s site does look like it’s been hit with the ugly stick though! :-)
I agree that content should be #1 on the priority list. The content of a blog is like “nutrition”. It is the most essential piece. “Design” is a way of making the content “easy to digest”, or “taste better” if I can extend the metaphor.
There’s no denying the numbers that the blogs you mentioned bring in. I’d also venture to say that enhancing the design or look would only increase these blogs’ appeal and numbers.
Taking my metaphor from earlier, let’s look at each part separately. First, calling the content “easy to digest” to me refers to a layout that is very intuitive and clean. This is part of design and is also probably the most important aspect in this scenario. I actually think the three blogs mentioned fair well in this category.
Secondly, making the content “taste better” refers to the general aesthetics of the site. This aspect of design is where the three blogs mentioned are somewhat lacking. Taste has a very pleasing effect on our minds but does not make content more nutritious. However, it can keep us coming back for more. A site that has well thought out aesthetics has a similar pleasing effect on us, if somewhat more subliminal.
In summary, design still plays a major role in delivery of content, and can only enhance a consumer’s digestion of it.
Hmmm… I’m hungry. ;)
This post goes back to the concept and idea behind design being the most important element of all. As long as an idea is clearly stated, it will communicate. Good design is icing on the cake of the concept and can make a viewer more susceptible. Thanks for the great post David!
Loved the title David.
Sometimes we designers need to step back and think in terms of content rather than visual appeal.
There are plenty of sites out there which are Oh-so-attractive and then you realise that it is the classic case of the cover being so much more impressive than the book.
Simplicity is back in a big way as can be seen in so many popular websites, including yours.
Haha the hard part about putting yourself as a designer first and everything else second. It’s easy to allow designer habits like nit picking your work before you actually put it up.
If we have two websites the provide exactly the same quality content, one with a stunning design, one without. What real benefit does a well fitted appearance bring to the non-design community if the content is the same? If your going to read it regardless of it’s design?
We put appearance designs on things to give them their own personality. But if one without is still so popular, do they need them?
I have to agree with Kellie. Content is king, everything else is just icing on the cake. Having just started my own blog I know what it likes to keep fussing about things. But I have tried to stick to the two C’s: Content and Consistency. Keep the content interesting and informative and update your blog in a consistent manner. Like you David I fuss with my blog like crazy but I try and make that secondary to providing informative posts. Having a good looking site will never compensate for the lack of good content. And besides, the web is ever-changing, our blogs will always be evolving in their look and feel.
I think the best type of design is one that’s stays in the background gracefully, to serve the content. The people you mentioned are not designers. In a way they’re lucky since people typically don’t judge their sites’ visuals.
Ultimately content is king. A pretty shell can only wow visitors for so long. Visual appeals, diminish so quickly when it comes to the web. But design is important. Those you mentioned have successful site because they have quality content. The success is not because of lack of design. If their sites were more polished, then it’d only help.
Sites like Craigslist or the Drudge Report are hideous, but they’ve reached a critical mass that a newer, better design won’t help the branding too much.
Kate, okay, let’s give it a shot — perfecting our sloppiness as the key to effective work. You go first. ;)
That’s true, Jennifer. There is a certain level of design to the three sites mentioned, but looking at them from the perspective of a designer, we’d not be happy. As for the flexibility of the web, it’s one of the main plus points over print. I can just picture when I receive my book, printed and bound, then thinking ugh.
Purple text on a floral background? I do hope that combination wasn’t inspired by a site visit.
Matt, I like your nutrition analogy. And I agree that by enhancing the design of these sites more visitors could be attracting. As Jin rightly points out in his comment that followed yours, a critical mass can be reached with ugly design where a change wouldn’t make much difference.
In fact, Jin, Craigslist is perhaps the ultimate example to illustrate my point. Thanks for chiming in.
Kellie, that’s a great way to summarize. Without an idea, design is just decoration.
Justin, that’s my question exactly. Designers will answer yes, because it’s what we sell. But we’re a distinct minority.
Those two C’s will stand you in great stead, Jeremy. I think I’ve just visited your site the for first time. That Diane Ingarten logo is a nice find.
At the end of the day you read a blog, not look at it.
For all my fellow perfectionist designers, I’d like to share two pearls of wisdom from an art professor of mine. (Originally in drawing & painting classes, still applicable to web design!)
1) Stop BEFORE you think you are done, and
2) Don’t treat your work as something precious.
Not as easy to do as you might think, but I’ve found these guidelines useful.
Design & content both matter–and there’s enough work that needs to be done on both fronts to keep us all busy for years. ;-)
Hi David,
A few colour tweaks to your own design I notice. What inspired the change and how do you like it?
Thanks… I think. :) I’m pretty sure you just called my blog out as ugly. But in all fairness, I’d have to agree with you if you did. :)
Oh dear–Seth and Steve’s sites are prettier than mine, which means I may have the ugliest site around. :)
While a colorful and well-designed blog may make me take a one-time look at them, the blogs which make me return time and time again are those with great content. As long as the blog isn’t cluttered, and I am able to read it with ease, I am one happy camper.
Matt, I wouldn’t say “ugly”. :) What’s important about the theme you chose is that the text is legible — nicely sized, and with good contrast — which goes back to my point (in an earlier comment) about the foundations being in place. Keep up the good work. Some solid recent videos.
Nicely put, Abbas.
Catherine, I’ve not thought about that first tip before — “Stop before you think you’re done”. It’s no surprise it came from your art professor, as opposed to a design tutor, because with design, your client has an important part to play in that. Thanks for sharing.
Andrew, here’s a screenshot of my site before the recent changes. The darker navigation bar means there’s now less emphasis on my photo, which is a good thing, and the hyperlinks are also more legible with the extra contrast. What inspired the change? I want my site to mimic your use of red, only without actually “copying”.
Great post as always, David, but I only agree up to a point. I have noticed more people coming to Storm From The East since I spruced it up a bit, but I agree that design isn’t the be all and end all of everything.
What you say is important, but actually having something to say is perhaps more important. I like your site because most of your posts are thought-provoking and interesting, but if you were constantly telling us what you had for lunch or which pop star you fancy, I probably wouldn’t keep coming back. ;)
Oh, and I totally agree about not being satisfied with the look of a site – I’m constantly tempted to fiddle and change things.
Designers would do well to see HTML code for their blog designs as analogous to paper for their print design. It doesn’t matter how great a full-color design masterpiece is in Illustrator: if it’s printed on disposable newsprint, it will look bad right off the press and be worse in a week. The same then applies to a blog design, with the HTML being the paper. To see what I mean, go to Matt or Seth’s site at the top of the article and turn of the CSS. In Firefox, go to View > Style > No Style. If you can clearly read the hierarchy of the content clearly and easily, that is what Google sees as a high quality cold-press acid-free bleached sheet of #140 lb Arches archival watercolor paper.
If you are going to blog, or do watercolors, you might as well get the best “paper” or “code” you can get your hands on and learn to use it. WordPress offers a lot of themes and theme frameworks that focus on design and SEO. My personal favorite right now is Theme Hybrid (www.themehybrid.com) which gives me complete design freedom and great SEO-friendly HTML output, so both viewers and Google are happy. That is the best of both worlds.
Nielsen has great content, but I can’t stand to be on his site (www.useit.com) for more that 3 minutes. The leading is horrible and the homepage split-down-the-middle look makes me feel like my 3D glasses fell off, or that I’m struggling to get one of those Magic Eye things to work. Instead, I wait for his emails and go to the site reluctantly.
There have been times where I thought of showing up to an interview in my pajamas just to see what would happen. Would I be considered memorable? Or considered a loonie-tune? I think the pendulum could potentially swing one way or the other depending on your audience.
I would have to agree with Jin (and whomever else posted), that looks can only last so long. If there’s nothing holding a persons interest after the novelty of a ‘look’ wears off, then it’s inevitable that no one will care enough to stick around.
A handsome devil like you, don’t be shy with your photo :P
Like my site? I’m glad to have given a little inspiration in exchange for the tonne you’ve given me.
“changing my own website…”
Header navigation is now reversed out – was that it? And the footer banner is reversed out. I immediately thought how it shows that your marks are designed to work on black or on white…am I reading too much into that?
Funny post, but really true. :)
Non-designers underrate design, while designers overrate, overthink and overexpect from it.
Richard, you say that’s it’s more important having something to say than actually saying it, but if you don’t say anything, who’s going to visit your website?
Douglas, I wasn’t aware of that Firefox option (no style). Thanks for pointing it out. The aesthetics on Nielsen’s website are poor. I agree. And yes, it’s the top nav bar and the accentuating colour that I’ve changed here. Nothing drastic, but enough to give it a fresher, punchier feel. Punchier. “Can you make it punchier?” I’m turning into my worst client.
Andrew, my comment about matching the red on your site was made tongue-in-cheek. Sorry to disappoint.
That’s an interesting view, yet, it only applies to certain blogs, in my opinion. Not sure if it would work on selling a product.
In the specific examples you provided, I believe what counts more is rather the authority of the mind behind the blog.
People won’t really care how the text is placed on the page if it comes from someone who has already proven they know very well what they’re talking about and have given you a solid reason to listen to them.
I disagree, Chris. All three blogs do sell a product. They sell the authors.
And every one of us can have a similar authority with the right ideas put into practice—not spending time fussing over design details that ultimately won’t affect our goals.
I’m much more of an artist than a designer, so I think these sites look very bland. But looking closely at the subject matter of these sites, I probally wouldn’t come accross them on the web with my regular surfing, None of my interests
That had crossed my mind David. Oh well, one day ;)
This is definitely true. Forget blogs, look at the web’s most popular sites: Amazon, eBay, Craig’s List, Google. Have they won any design awards? And thanks for making me think I’ll be as successful as Matt Cutts one day!
@ David
Yeah, they sell their point of view, that’s true.
In which case, the most important thing that needs careful design is the format of the text itself and the coherence of the topics.
But if you sell a physical product, tables might be turned. Take Apple, for example.
I think a careful graphic support shows that you care about your readers and want to make their experience on your website as pleasant as possible.
I guess I embrace the “aesthetics in everything” view, even if it’s just a few lines in a blog.
The only time when this may prove to be counter productive is when the effort put into the content doesn’t match the energy put into design.
I think with Apple you forget that functionality and ease of use are first, which are not primarily built on aesthetics. It takes a physical / mechanical approach first. Secondarily, but no less important, are the visible aesthetics. How many dud phones are there on the market that look cool but have horrid software and UI? Why do you think the iPhone took off? Because it was so easy to use that it would cause people to laugh. But yes, “aesthetics in everything” right after “engineering to support everything”. Same goes for a website. What is google friendly ends up being people friendly for the most part (which is a needed qualifier). A beautiful website with poor SEO loses to the ugly website with great SEO every time. When the two are put together you end up with….davidairey.com….where the beauty is suited to the task and not superfluous.
In your case, Rob, you can easily eclipse him. I have no doubt about that.
Chris, when you mention Apple, Douglas puts into words what I was thinking, too. The functionality of Apple can be related to the content of your blog posts. Both take priority over aesthetics.
And Douglas, you’re too kind.
Great post David, definitely a interesting topic but you are correct and the Alexa rank proves it.
@David and Douglas
This is quite an intriguing topic, which, I have to admit, in a moment of epiphany, looking at the number of commentaries I’ve already made, pretty much proves the whole point of the post through itself.
And we could maybe have a separate post with Apple’s design vs functionality?
Douglas makes some good points about ease of navigation, but I think this is another example of content being king. Functionality is an imperative that a website should have, but people aren’t going to go to a site just because it’s functional… They are there for the well written articles, or the goldmine of educational information.
Functionality is important on webpages that people return to or view on a regular basis, this is true. Much more so than design.
Design is more important for something like Chris N.’s website (very nice btw), an online business card or portfolio. But if it’s a site like a blog, that I’m going to be returning to regularly, “fancy” or “eye catching” elements are less important. A site like Chris’ would be very annoying as a blog interface (no offence :). They can still benefit from design, however, in a more minimalist way. And as we all know, design for web is about more than just the “looks”.
But in the end, it comes down to content. You get a decent amount of traffic yourself, David. Your blog looks nice, and is easy to navigate . But I’m here for the information/point of view.
Design is everything, but as they say, less is more! The more you have on the page, for example fonts, menu’s, images, text the more the brain has to take in a process, less is always more!!