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Website Design: Choose Your Battles
Red Door Interactive's president explains that successful website design requires a prioritizing of objectives.
iMedia Connection
Reid Carr
One of the most critical components of good promotional design is focus. This applies to web design, advertising, search marketing, email, anything. If a consumer doesn't know the specific communication that is intended for him to receive in the first moment, he moves on. If given too many options, he chooses nothing; it is what Barry Schwartz calls the "The Paradox of Choice" in his book of the same name.
For example, with website design, marketers often find it hard to focus on just one thing. The site draws so many different types of users, not only prospective customers but also media, prospective employees, investors and others. So, how do you design for focus when you're talking to many different people each with individual needs or expectations?
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