The
Importance of Visual Continuity
Mike
de Sousa, Director, AbleStable
A
key component of ensuring web and software interfaces
create a positive impact is to provide visual continuity
in their design. Taking the example of a fictitious
company, this article covers the essential principles
that web and software designers need to consider.
The Benefits of Good
Design
Good visual design will enhance the communication
of an idea and further the reputation of a company,
product, or service. When users 'discover easily'
and 'do quickly' with the help of well executed
graphical elements that are placed in a cohesive
visual context, their loyalty to a product, service,
or company increases. For example, users might discover
how to get from A to B easily (navigate), or execute
a task quickly with the help of a clear visual interface.
Whatever the task when browsing a website or using
software, good visual design is an equal partner
to functionality, and helps ensure users achieve
their goals more quickly and easily. Visual continuity,
the unseen skeletal structure that functionality
and content is presented within, acts as a kind
of 'visual grammar'. Without the clear context that
continuity provides users are more likely to become
frustrated as they fail to reach their goals.
Visual Branding
Creating a consistent visual brand for a product,
service, or company is a crucial element in ensuring
its success. Branding helps establish a relationship
between user and website (or software), and provides
a visual cue that acts as a shortcut in recognising
a product, service, or company.
Branding includes the following text and graphical
elements:
• Editorial Style
• Typeface
• Colour
• Logos
• lconography
• Layout
Setting A Good
Example
Taking the example of a fictitious company it's
clear how visual consistency creates a strong positive
first impression.
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i do :: free :: icons :: templates ::
articles :: dev :: |
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Keep
Things Simple
The way text is written and presented must be
consistent across all mediums: from stationary,
to website, to application.
Rule 1
Do your best...
Rule 2
Make it better...
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Editorial
Style
Establishing a clear editorial style across all mediums
is important. Users will feel more confident about
your company if they feel you speak with one consistent
voice.
Typeface
Maintaining a house style helps create a solid foundation
for content to be presented in. The choice of font,
weight, and text style should be maintained in print
publications, websites, and software applications.
Colour
Colour continuity sends a signal to users that you
are disciplined about detail. Your colour choice sends
a clear message about the kind of company you are.
Limiting your brand colours will reduce visual confusion
and help put the user at ease.
Logo Development
Spending time on developing an appropriate logo is
well worth the effort. If you do not have a flair
for design then it's advisable you
employ the services of a professional designer who
specialises in the creation of logos. As a general
rule logos should be simple, unique, and easily identifiable.
A few examples of how a logo for idodev could be developed
follow. Note how the text, colour, and meaning conveys
the company's message, and how no image files are
used to create the logo:
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a logo and web address combined :: |
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graphical elements can make logos memorable
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a short tag line could clarify your
purpose :: |
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lconography
Good iconography can significantly increase the usability
of websites and software. It is important that icons
are easily memorable, well optimised, and delivered
consistently.
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i do :: free :: icons :: templates ::
articles :: dev :: |
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Keep
Things Simple
The effective use of icons not only speed users
to their goals, but are a pleasure to the eye.
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Layout
Consistent layouts across a website or application
reassures the user and assists in their understanding
of the content. The various content elements that
follow fall under this category:
• Introductions
• Headings
• Text devices
(drop capitals etc)
• Pull quotes
• Boxes
• Headers
• Footers
• Captions
• Tabulation
• Image positioning
Conclusion
Delivering
visual consistency in websites and software applications
improves usability and functionality. It's no use
to anyone if you have a great option that's next
to impossible to find. Users want your website and
software to be the answer to their needs. It's up
to developers to ensure their site and software
is a joy to use...
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| Authors
background |
Mike
de Sousa is the Director of AbleStable®.
Mike has been commissioned as an artist, music
composer, photographer, print and web site designer,
and author. Mike also runs www.usereview.com
as a brand of AbleStable which provides a review
service for software developers.
If you observe inaccuracies in our in-house
contributions or wish to contribute an article
or review to be included at AbleStable®
visit Feedback.
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Notice
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AbleStable © 2002-2008 |
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