You Need Content, But You Want Graphics

We have all experienced the fight between good and evil: PC vs. Mac, Windows vs. Linux, and Explorer vs. Netscape. In Web design, we have content vs. graphics.

Which do you think is more important? My answer: It depends on the status of your company's brand and the motive of your site.

The importance of emphasizing content is quite obvious. The primary reason for building a Web site should always be to provide customers, or potential customers, with information or products of value. Further, insufficient content or poor use of content are the biggest mistakes you can make when structuring and designing your Web site.

If content is so crucial, why do graphics matter? The answer is graphics build image, establish your company's brand, and attract new customers.

A recent FONT color="">eye-tracking study showed that people are by far most attracted to article text and article summary briefs. This data fuels the views of content proponents. But we cannot ignore the fact that photographs and graphics receive a large percentage of viewer attention.

Web Page Element	Percentage of People Viewing
Article text	92 percent
Article summary briefs	82 percent
Photographs	64 percent
Banner ads	45 percent
Graphics	22 percent

The numbers show that graphics should not be eliminated. Consider the following purposes for using graphics:

Company image. Use graphics to give the site a more professional look.

Company brand. People remember graphics and pictures, and will associate a logo or a style with your company.

Emotional impact. Pictures and colors can affect people psychologically and, therefore, if used correctly, lead to ber and better responses to your site. Always consider what you want your visitors to think and feel as they click through your site. Design the site to ignite those thoughts and feelings.

Message clarification. Colors, lines, and other distinctive graphical applications help direct attention to your most important message to visitors.

Explanations. Used judiciously, a picture really can say more than words.

If your company and its Web site are relatively unknown and you are trying to attract new customers, graphics are a very important tool. If you were going clothes shopping, you would consider the quality of clothes that first attracted you by making a good impression. On further examination, if the quality were poor, you would not buy the clothes. It is the same with Web design. Visitors entering your site without knowing anything about your company must get a good first impression before they delve into the content.

When Not to Use Graphics

Never use graphics when there is no important reason for doing so. Graphics consume bandwidth, and used excessively they will not promote a good image of your company. Content is always going to be the driving force behind transactions through your Web site, so think of graphics as a way to make sure your visitors do not leave without going through the content.

To use graphics successfully, hire experienced professional graphic designers. Just make sure that they are customer-oriented and will be mindful of usability concerns, such as file size and average user modem speeds.

Think carefully about the image you want to project and design your site according to that image.

Make sure your use of graphics does not negatively affect the structure of the content.

Don't be afraid to borrow design ideas from successful sites. Experimentation with design is usually too much of a gamble.

Finally, get the opinions of your friends, co-workers, and family. They are some of your best consultants.

Overall, content pundits like Jakob Nielsen may be right in praising content over graphics, but it is naive to overlook the power of good graphical layout to build a company image that will attract new customers.

Provided by  Workz

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