Layout: Managing by Yourself

By Neal Thomas, updated by Duane Taylor
January 2001

There is enough material about layout online and in print to train the mind for years. Given the scope of the Learnings site we can only offer you some good starting points and some compelling reasons for taking the time to learn the fundamentals of sensible page design. It is important to note that a graphic designer is not necessarily required in order make a good Web site.

Recent usability studies have drawn tentative conclusions that graphic design neither hinders nor helps a Web user find information. Issues surrounding the conceptual design of navigation and information architecture are generally more pressing than the visual design of a successful Web site. While the input of a skilled designer is still helpful for these conceptual issues, this is good news for smaller organizations that cannot afford the services of a graphic designer. It means that an organization can still be successful concentrating on making a site usable rather than aesthetically pleasing. It is important, though, not to focus solely on information structure. Taking the time to learn basic fundamentals of layout is advised.

The term information design generally means an effort on the part of the graphic designer, and/or other team members, to reduce the visual communications channel to only what is absolutely necessary to communicate information effectively. A programmer trying to communicate an organization's information to facilitate easy access, as opposed to engaging the audience with narratives, art or more experiential forms of presentation, then the programmer should learn and apply the basic principles of information design.

Common models have emerged for good information design on the Web and programmers would be wise to investigate these models to help shape their work:

1. Take a look at sites that you find easy to use and make note of what makes them a good experience.
2. Spend some time reading the links provided in this site to form a picture of what a good site looks like.
3. Don't reinvent the wheel, especially if you have limited resources If a layout scheme seems suitable for your information, use it, then modify it as needed for your specific situation.

Information design relies on a good sense of proportion, an effective use of visual grids to help guide layout, a judicious eye for colour (using it to reinforce consistency rather than to dazzle the eye) and, above all, a visual logic and ordering that facilitates digestion and synthesis of information. It helps to make explicit the architecture planned for a site. It provides consistency from page to page to mitigate the confusion that can come from jumping from section to section, or from page to page in a heavily-hyperlinked web site.

Just to give an example of how design principles influence decision-making, consider how the eye takes in information. The eye should be drawn naturally across a page left to right, and down the page (in Western cultures anyway). This is the main reason why so many pages use a left-column-navigation/right-column-content format. Good page design allows for white space to set the content away from the other navigational elements and makes use of typographic emphasis to increase clarity. It is these broad rules that should be applied to help users.

To make pages readable, well structured, clear and aesthetically pleasing, consider hiring a professional graphic designer. Whether an in-house designer, or outside contractor plays a role, the Webmaster and programmer must remain part of the process articulate the vision for the site. The organization should also be prepared to test prototype layouts with staff and other potential users of the site. It is the only way to gauge success.