Stylish Content Page Web Design

Often, as web designers, we place great emphasis on creating an exciting, splashy home page web design, while the content pages conform a rather predictable layout. That is a safe way to design, as we don't want the viewer to struggle with unfamiliar layouts as they navigate content. However, there are ways to enliven the look of the content pages while keeping them legible, predictable, and easy to navigate.

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Here is one approach we used on a recent travel web site design. We wanted a large, beautiful image on each content page while keeping text legible and neatly arranged on a clean white background. To create a compelling look, we simply borrowed a couple of ideas from print magazine layouts and adapted them to our content pages.

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For example, in this content page web design, we use a two-page, open-spread look borrowed from magazine layouts. The web page has a large 'full-spread' image on the left side of the page, and the content is poured in the right side of the page. It creates the overall impression of viewing a stylish magazine rather than a static web page. We are borrowing a layout that the viewer is already familiar with from magazines and applying it to web design. Rather than introduce a layout that is new and foreign to the average consumer, we use an roach they are already familiar and comfortable with.

This strategy, of borrowing visual cues from what is already familiar to the viewer is a prime principle behind much of our web design. Many web designers try to mimic the buttons and interfaces of current technology in the look of the web site. I don't agree with that approach in general. Most people are not as 'in love' with technology as we web developers are. When you borrow from things that the average person is most comfortable with, such as magazines, books, etc., you provide a more comfortable online environment for consumers. It feels more organic, less technical. That is a wise strategy when designing web sites that need to appeal to the average consumer!

Donald Peterson