Design is not just what it looks like; Design is how it works – Steve Jobs

The Question?

What is and differentiate an excellent web design? 

Like the phrase “beauty is in the eye of the beholder”;   Usability and the utility, not the visual design, determine the success or failure of a website.

Since the visitor of the page is the only person/judge who clicks and therefore decides the effectivity of everything, a user-centric design has become vital, yet a standard approach for successful web design.  After all, if users can’t use a feature, it might as well not exist.

Websites that are not accurately designed tend to have poor performance and reflects sub-optimal Google Analytics metrics.

Website Principles

We test, select reinvent design principles daily that guarantee your website are aesthetically appealing, user-friendly, engaging, captivating and compelling.



Excellent web design always caters to the needs of the user.  What Are your web visitors looking for? Information, entertainment, interaction, or to transact with your business? Each page of your website must have a clear purpose to fulfil a specific expectation or need for your website users in the most effective way possible.


Visitors on a website want information fast, which makes clear communication important, and ensuring your data is simple to read and to digest.

Some effective tactics to consider:   create headlines and sub-headlines, create points instead of long paragraphs or sentences.


The best readable online font and the most desirable size to keep your design slick and streamlined.


A well thought through colour palette enhance the user experience.  Complementary colours create balance and harmony.

Contrasting colours for the text and background will make reading more natural on the eye.

Vibrant colours create emotion and when used in moderation.

The best is white space/ negative space is the most effective design giving your website a modern and clean look.


“A Picture speaks a thousand words.”

The correct image selection for your website position the brand instantly and enhance connecting with your target audience.

Uncompromising in quality of photos, as you only get one view on the first impression.

Implementing infographics, graphics and video are more effective at communicating than even the best-written copy or content.


Navigation is about how simple and effective is it to take action and move around your website.

Tactics for effective navigation include a logical page hierarchy, designing clickable buttons, and following the ‘three click rule’ which means users will be able to find the information they are looking for within three clicks.

Grid-Based Layouts

Grid-based layouts arrange content expertly into sections, columns and boxes that line up and feel balanced, which leads to more attractive looking website design.

 “F” Pattern Design

Eye tracking studies have identified that people scan computer screens in an “F” pattern.

Most of what people see first is in the top and left of the screen.  The right side of the screen is rarely seen.  Don’t try to force the viewer’s visual flow.  An expertly designed website work with a reader’s natural behaviour and display information in order of importance.