A Simple Aesthetic Communicates More Than a Lot of Clutter

A Simple Aesthetic Communicates More Than a Lot of Clutter

There is a lot to be said for the value of simple aesthetic presentation for a website that intends to communicate brisk and effective messaging to its intended audience and potential customers. For example, the marketing for Apple products such as the iPhone often centers on a very brief set of words essentially hovering over a blank background near a straightforward photograph of the product. On the landing page for the iPhone on Apple's main website, plain white backgrounds that are discernible as separate "boxes" by the slightly grayer background of the page itself contain nothing more than product images, simple sentences shown in a large font size, and internal links that are simple phrases such as "Learn More." Each of the more descriptive pages this hub page links to is also simple in its layout and invites customers to find more attention-grabbing headlines and striking photographs by broadly scrolling down the window.

In general, the amount of aesthetic detail and text clutter and the number of interactive elements on a given page clamoring for the viewer's attention at the same time directly result in a proportional amount of work the viewer must consciously devote to understanding what is being shown on their screen. If less time has to be spent visually parsing a page to understand which of its parts is what the reader needs to click to get to a desired function or service, then the reader's mind is allowed more "room" to absorb whatever positive implications the website is ultimately trying to convey.

There are many subtle touches a website's aesthetic theme can employ to channel what makes Apple's design sense so successful at communicating enduring messages. The typeface used for the descriptive text should always be sans-serif because the lack of additional protrusions at the bottom of various letters equates to less visual clutter that the reader's eyes would have to sift through. To prevent a website from looking like it is cobbled together using flat surfaces, subtle gradients resembling shading can be incorporated into the backgrounds to give them a sense of depth. For more information click here https://www.invisionapp.com/inside-design/minimalist-websites/.

Aesthetic Communication Web Design