Designing “Smarter” With Minimalism

By Grace Cole

White space example

Sleek, minimal, and clean are words that describe the trends in website design today. Have you ever wondered why web design is leaning this way? Think about social media or visit a big news website filled with advertisements. They’re examples of our incredibly busy and overwhelming world. That’s why minimalism is so popular. In our lifestyle choices and through design, we feel the need to declutter. Smart marketers and designers are delivering just that.

We took this approach when designing our new website. Smart, simple, and easy were the core objectives. Here are a few minimal design principals that inspired our design:

Less is more

Minimalism has impact because it provides fewer options. More isn’t always better. When faced with a million choices, people have to use a lot more mental energy to make a decision. This often means making the wrong decision or none at all. It’s the same reason we say we never have anything to watch on Netflix. There’s so much you could binge on, so how do you choose?

When it comes to a website, that means visitors aren’t finding what they’re looking for or they’re leaving. Minimalism requires restraint. Produce less copy, build fewer pages, include less in your navigation, and limit your calls-to-action. It’s the hardest part. There’s so much you want to say and show your visitors.

So you have to act like the people who build the Netflix algorithm. You have to know what they’re looking for better than they know themselves. Use Google Analytics and Hotjar to gather data from your current visitors. Interview sales to find out what they most often talk to prospects about. Then distill it all into its simplest form.

Give your content (white) space

White space is a way to provide fewer options and ensure focus. Have you ever been in a situation where several people are talking to you at once about different topics? It can be hard to prioritise the conversation and can become an overwhelming experience, ending in a miscommunication. In the case of a website, that means a bounce.

When you give website elements room to breath it allows visitors to focus on what they came for: the content. White space doesn’t necessarily need to be white just empty space between visual elements. On our website, the banners have large images but the text is positioned to the empty or ‘negative space’ to the left. This gives our visitors a focal point and clear direction to keep scrolling.

When attempting to add white space to your website, consider what your main message is and how you visually want to represent it. Once you know what you want people to focus on, take away elements that don’t contribute to your goal and go from there.

Highlight content with strong typography in a grid

Since minimal design aims to do more with less, you’ll have fewer elements to work with. So how do you create visual interest? The answer is with the message itself. Generally, typography used in minimal designs are typefaces with clean Go to the full article.

Source:: Business 2 Community

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