Web design is about communicating the client’s information as quickly, and effectively as possible, while not overwhelming the viewer. It’s not about entertainment. Animation has it’s place, it should enhance the message instead of being the message. My custom website designs are not about who creative I can be, but rather how to put my clients in the best light while getting their message across to the viewer.
The most startling thing I tell my prospective clients is that the website they are about to pay me to design, is not for them. Shocking, I know! It is actually for their potential clients. The people that are taking time to visit their website and educate themselves about these fine companies, products, services, or people. It should be designed with them and their needs, questions, and solutions in mind. Answer those successfully, and you have a new client or customer. Don’t assume they know what you can do for them, tell them.
Form & function… I design websites to get the visitor their information as efficiently as possible. But I noticed that some clients had several, sometimes dozens, of services and/or products that needed to be promoted as well as their major well-known services and products (ie: the major reason people are visiting the website.) It would be a waste not to inform the visitors that we also offer these quality things too! To accommodate this need I do what I call cross-pollinate the visitor. It simply means that there is something mentioned, promoted, or shown on some pages of the website that doesn’t get in the way of the information the visitor is there for, but can educate them to a potential “ah-ha” moment.
It is a win-win idea in the function of the website. Inform first, satisfy the reason they are there, then educate them to other possibilities and solutions them may not have know about.