UP  |  NEXT

For many, it's hard to imagine what a designer could contribute to the development of services.  When more and more services are being delivered “on line”, over the Internet, designers are pioneering websites designed for consumer convenience, appeal and ease of use.  The look of a site is no longer sufficient to keep consumer interest.  Sites must allow the consumer quick access to what’s needed for the task at hand.  Placement, flow logic, color choices, typeface selection, click history, mouse trails, even eye tracking…are all elements that designers examine for fit to purpose.

However, getting the mechanics of a site right is no longer sufficient.  Today designers are also making sure that the emotional content of the site matches the company’s objectives.  Banks should feel accessible but safe and secure.  Cute and high tech are out of place.  On the other hand, music sites and video games require a sense of whimsy and the latest in gadgetry.  Gardeners should resonate with the sense of season and an appreciation of color in their sites.

A site can become a community, expanding the company from purveyor of goods to expert, consultant or friend.  Oxo, a manufacturer of kitchen and garden utensils, refers consumers to other net sites with compatible ambiance and character (www.oxo.com).  It explains, in detail, why its products are designed the way they are, creating an aura of expertise and caring around the Oxo brands.

UP  |  NEXT