Web Designer
Here are a few thoughts on the role
and work of a web designer. To learn more about our services, please
see Web Design.
By Michaela Freeman
A Web Designer Must be a Web Developer
Typically, web designers come from a graphic-design
or programming background. Before I got into web design, I worked
in sales, writing and translating, which gave me a very different
perspective and set me on the path to becoming a web developer.
In the scheme of things, web sites are about
sales. Even when there is no apparent 'product,' the idea being
brought forth needs to be 'sold' to the viewer.
Yes,
they should have a pleasant graphic layout and yes, they need
to be
well programmed,
but if
people
can't find
information or if that information is badly written, a beautiful
design or smart functions are not going to save it.
What's needed from your web designer (more precisely, web
developer) is experienced advice defining what belongs on the site
and how best to present it. On a typical small static site (like
this one) graphic design takes up about 20% of the budget, as
do various
coding issues. The remaining 60% of the work is communicating
with the client and preparing content. Content is
king.
Unfortunately,
too many web designers approach clients with a "give
me what you have, I'll put it up there" attitude. This transfers
responsibility to the client and clients cannot
be expected to know how websites work. What's possible
and what's practical are often very different things. Preparing
keyword-rich text that places well with search engines is a
given to the intelligent developer, but unknown territory to
a client. Many clients don't realize visitors
arrive at their site through pages other than the home page,
so every page has to stand on its own. I consider all these
issues from a developer point of reference.
Design
The word design suggests an aura
of artistic mysticism. In reality, a designer (unlike an artist)
doesn't get to wait for the muse.
There
are
time and budget constraints. Inspiration better be quick and correct.
I also like to work as
much as possible in the surroundings of my clients' aesthetics,
rather than my own.
I'd rather create a true representation of who they are,
that
works for
their audience. If I accomplish that, the design will please
me as well.
Given the
restrictions imposed by various computer screen sizes, limited
downloading speed and other technical criteria, web design is really a
dance between intent and possiblity.
No wonder many web designers (myself included) practice some
other form of
art on the side ... usually in a media allowing us to have
greater control over outcomes. We simply like to produce
something that will hang on a wall or stand on a pedestal for
a while,
without becoming obsolete at the next technical invention.
The Practical Side of Creativity
I spend a great deal of time on the web and shake my head at sites
that dazzle with complicated flash presentations, while I tap my
finger waiting to get access to the site. When
I can't find the appropriate language-button,
I'm tempted to go elsewhere - and yet your best prospect may want
access in a comfortable language. Sites like these
have been swept away by designer creativity that misses (or has
no time for) practical concerns.
I love
the part where we "figure things out", when we need to
find ways to present content, come up with user-friendly navigation,
group
texts into sections. This can be done inventively and that's where
I like to put my energy. For me, the most appropriate meaning of
creativity is when you make something out of nothing. If that sounds
absurd, when you think about it you'll find it holds
true.
Clients come to us with the need (perhaps even obligation) to
build a website. But that need or obligation must be defined by
the site's obligation to sell:
- an idea,
- a service,
- a product,
- or even an intangible like trust.
That's why time spent deciding why a website makes sense
at all is time well spent. Creating a website
is a great time to reassess just what it is we do and for whom
and how we do it. What began as an undefined idea or obligation,
in a
few
weeks becomes
a
full
presentation
- texts, photos, design. Suddenly the world becomes aware of
what was there all the time, but finds a new expression.
To me, that's the fun part;
watching my clients define themselves, finding words for who
they are and what they do and why. I get to watch their aspirations
take shape. What was only a concept or unclearly presented has
now become a productive web site. That's the real reward for me.
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