Bland Web Design Could Harm Your Brand

Since usability and content are key to the success of websites, all too often the actual web design is pushed further down the list of priorities with the result that a timid, rather dull aesthetic is produced. This is likely to be indistinguishable from the design of other, similar websites, and, like painting walls magnolia, it gives the impression that the main aim of the site is to avoid offence.

While there are probably few organisations which would wish to risk offending customers, owning a lacklustre, unmemorable website could be almost as harmful for business. The problem with neutral, featureless design is that it gives no impression of a brand. There is no feeling of personality in a series of regular boxes with a beige or grey colour scheme, and such extreme attempts at tastefulness can lose all impact as they blend in the memory of visitors with countless similar sites.

While careful web development may well have ensured that such a website works faultlessly, it may never fill web surfers with joy unless the spirit of the business, company or brand is represented in some way that makes the site stand out in the sea of regular waves that makes up the Web. Aspects of colour, composition and typography can be used in many ways to express the feeling behind a site and provide atmosphere, turning a collection of soulless rectangles into an experience; a space that makes people want to linger.

At internet marketing company Click Consult, we understand the importance of representing a brand through web design.