KEEP THE SPACE
Nick Brand discusses the how the use of space is transforming web design.
You can’t help but notice that the overall look of many new websites is now more minimalistic. This design trend is reaching all corners of the internet, often characterised by impressive imagery, larger typography, long scrolling web pages and plenty of space.
So what is driving this shift in style?
With more people using smartphones and tablets, ensuring that a website looks good on smaller screens is no longer an option - it’s essential! Thankfully this also means that the pressure to fill every space with yet another message is diminishing - put plenty of “air” around your headline and the hierarchy of your page changes, ensuring visitors read the most prominent type on the page first.
And whilst we will talk about the power of decent photography another day, a recent study stated that people can process and retain visual images in as little as 13 milliseconds, meaning that a quick hook is all it takes.
Technical advancements have also enabled the forgotten art of 'letter-spacing' to reappear - allowing us to focus on getting your message across beautifully, without the noise of “fancy” graphics. The result is very much like a window display for a high-end fashion retailer.
The overt use of space in web design also sets high expectations for visitors, very often denoting premium brands - here are some of our current favourites, including our recent site for Diverse Marine.
Caister Lifeboat has been saving lives at sea since 1791. Completely independent, they depend entirely on public donations to help provide safety and rescue services to the countless vessels, crews and beach visitors to this area of the East Coast of England. We are proud to support this vital charity - developing a new website to provide details of their latest rescues - or "shouts" as they are known - and most importantly to encourage donations. Client: Caister Volunteer Lifeboat Service Design, build & management: Brand Skillings
The brief from L&Q Estates was for a high-end brochure, with exemplary production values, that told the story of the Wixams development - taking an industrial site that had seen better days and transforming it into an aspirational new village community. The resulting 32pp brochure features a wealth of newly commissioned photography by Julian Calverley, together with historical research, copywriting, design and creative direction from Brand Skillings. Commissioned by: Ian Hardwick, Managing Director Client: L&Q Estates Design & management: Brand Skillings Photography: Julian Calverley Art direction: Nick Brand Print: Colt Press
The brief from the University of Greenwich was to produce a 22m wall mural depicting teaching and multi-purpose disciplines in nursing and care.
How e-newsletters can help get you restarted after lockdown, combining effective messaging, a highly targeted approach and real-time analytics.
Most people have heard of the term, but what does rebranding really mean - and when is the right time to make a start?
We prioritise transparency in our business approach - so we have included answers to some of the questions we are most often asked by new clients...
Nick Brand explains how recent technological changes have enabled a return to true typographic values...
