It’s not just above the fold that requires style to help present substance. If we look further down the page, where the main bulk of the content lies, we can still see differing ways of approaching site design. The Guardian site strips away any superfluous design elements, save for a few carefully placed content images, key related content links and a sole ad spot. This allows the reader to focus solely on the content of the page.
In comparison, The Express layers on lots of additional editorial links (all with competing imagery), related article pullouts and intrusive social sharing mechanisms, all of which add to the general confusion onscreen. Combined with poor typography, it’s a difficult environment in which to focus on content.
The good news is that we are now starting to see more frameworks put in place for building better digital media experiences – beautiful, content-focused, engaging and device-optimised websites – that seamlessly integrate community, commerce and marketing, all without sacrificing the rich editorial experiences that help put content front and centre for the reader. Compare flipping through a beautiful, carefully laid-out print magazine to clicking through a standard content site. The former is a lush, stylish journey, whereas the latter generally lacks much sense of design, style and craft.
But, conversely, style is nothing without substance. Honest, good quality content is able to change people’s minds about a brand far more quickly and efficiently than any amount of banner ad impressions. Unconvincing, dishonest content, however, will damage a brand’s reputation. Having engaged with content, the reader should walk away feeling moved to act positively, whether that means sharing it or making a purchase either online or in store – and that’s where substance comes into play.
In the end, it’s the charm, character and quality of content that takes readers or consumers close to brands and keeps bringing them back for more. But it’s intuitive design, structure, colour use, spacing, symmetry and clear navigation that attracts them in the first place.
Offering both style and substance is what sets great brands and websites apart from others.
Garry Taylor, UK art director at Say Media
Originally posted WallBlog 23 June 2015