When designing (or redesigning) a website there is a lot to consider: your brand, the user experience, web ready fonts, image choice, and coding optimization to name a few. Graphic design can be one of the most important elements in creating your website, but there are some important distinctions between graphic design and website design.
- Graphic Design is specific, purposeful design for different mediums, resulting in illustrations, icons, graphics, and physical assets like brochures and posters.
- Website Design is much more extensive, starting from site maps and wireframes, then implementing both graphic and written content to support the user experience of visiting the site. Website designers need to be able to create responsiveness that translates across formats and devices, so that the design works on desktop computers, tablets, and phones: however users may be accessing the site.
It's important to remember that your website is a tool for communication between your business and your customers, and the design should support that communication.
Think About Your Customers
Since your website is such a valuable communication tool, keeping visitors to your website in mind as you create your design is key. You may be tempted to throw as much information at your audience as possible, but it’s important to avoid the trap of thinking that more information = more value. Most likely, visitors to your website are not interested in the deep intricacies of your business (at least not yet!) and will respond better to a more carefully curated experience. This means taking UX and UI into consideration in the design and development of your site.
Besides being functional, you want your site to help guide visitors to valuable information and conversion points. Simplicity, white space, use of valuable images and graphics: all of these elements keep the user in mind. As our own Director of Digital Design wrote:
“The attention span of internet users is rapidly decreasing. Make it easy and enjoyable for visitors to design their own path through your website and find the information they are looking for before you lose them.” - Tom Abrams, FlowState Marketing
Meet your website visitors where they are, and create the type of design that will speak to them and add value to their experience with your brand. Which, speaking of...
An element of design that can sometimes be overlooked is how that design aligns with your brand. Imagine going to Apple’s website and finding it full of bright colors, flashy animations, or with a confusing navigation system. Apple’s brand is built on clean lines, simplicity, and on how intuitive their products are, and that is reflected in the graphic design of their website.
Hopefully, you have a strong sense of your brand: what it looks like, how it communicates, it’s tone and voice. (p.s. If you don’t, we have brand messaging experts who can help!)
If your brand (including your product or services) is simple and clean, the design elements on your website should probably be minimalistic and straightforward. If you’ve cultivated a more luxury and elegant feel, adding a depth of detail and a richer color palette might make sense. Use your website design to reaffirm your brand and keep the experiences your customers have consistent at each touchpoint.
The best way to get the most out of graphic design on your website is to work with a team of designers and branding specialists to make the most out of each part of your design, your website, and your brand. Pulling together all of the pieces can be a challenge, but the benefits far outweigh the headaches. Attract leads, guide them with intentional design, and see your conversions increase.