DESIGN APPROACH

My approach to web design is simple: Find out what you are trying to say, who the intended audience is, and come up with the best way to say it using both written information and visual content. The visual impression plays an important part in the subconscious acceptance of a website—but only in a supporting role—and should not overwhelm or distract from the purpose of the site.

WHAT DO YOU WANT TO SAY?

What are you trying to communicate? What impression are you trying to make? I think of a sliding scale with two extremes: promotional on one end and informational on the other. Where will your site fit on this sliding scale? Once this is decided, the next question is “Who are you trying to reach?” Both of these questions are preliminary to any design idea.

Cost is important as well—How much do you want to invest upfront and how much will the site cost to maintain? I make sure that initial cost and long-term cost are understood before any work is started.

APPROPRIATE DESIGN & TECHNOLOGY

Once you've decided on an audience, the next question is how you want your audience to react? Are they looking for information or trying to get an impression of your company? Do they want to be entertained? How much interactivity is appropriate? Is the site meant to be an online brochure for the casual browser or an online reference for people who want bare-bones information quickly.

SIMPLICITY

Even when using technology like Flash, I try to keep the interface simple and appropriate to its purpose. The web is full of flashing eye-candy that quickly becomes annoying after repeated visits. I believe clean designs leave a more favorable and lasting impression. Less is more in web design—a simple elegance is the goal I am striving for.

My goal is to create cleanly designed, attractive web sites that are easy to navigate and do not “break” because of over-complexity. I strive to achieve a balance between form and function, visual interest and ease of use.

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