Web Design

Web 2.0 embodies the new wave of change in web design

There is a lot of discussion about 'Web 2.0' design these days and like every new Internet buzzword there are as many different opinions of what it encompasses. If we go back to the source; a discussion between Tim O'Reilly and Dale Dougherty (O'Reilly Media) their take was that it applied a set of principles around interactivity, rich user experience and customer functionality that appeared on many leading web developments after the ‘Dot Bomb’ in the 1990’s.

Web 2.0 web design consists therefore of a number of interrelated components, from visitor-driven content, to the adoption of new technology approaches to web site design and web application interfaces. These have combined to shift the way we perceive and use the web. Until the Web 2.0 movement emerged, the web was primarily an information resource, as well as a free network we could leverage to send email or connect our networks together. Web 2.0 brought another dimension of functional services to the Internet i.e. Search engines, blogs and social media etc. and this helped the web to move up to another level entirely. Now the web is an entirely more interesting place where you can avail of free software, be entertained and connect socially as well as remaining a (mostly) free information resource.

Many aspects of the Web 2.0 movement are being eagerly adopted by the business world. For example business blogs are a must for companies wishing to communicate directly with their customers or prospects in a less formal manner. Wikis are finding their way into the mix as functional applications upon which to build and maintain company knowledgebase. Even Twitter the latest social networking phenomenon is bring used by serious business to communicate product improvements, network outages, release notes quickly and efficiently to customers who need this information as quickly as possible.

Of course we can’t discuss Web 2.0 without mentioning graphic design and web layout. The Web 2.o ‘look’ has designers adopting a simpler approach to layout, rendering, colouring and text placement. Design fashions catch on quickly, and the new wave of web 2.0 look and feel can be seen even on formal company websites without these companies necessarily providing any web 2.0 implementation under the hood.

Here are some common Web 2.0 Design element that are being adopted to create the Web 2.0 look and feel

• distinct web page layouts, using rounded corners and drop shadows and other carefully controlled architectural features
• simplified layout and navigation design with reduced levels of text content often with tabbed navigation clues.
• bold and fresh colours and generous use of white spaces often graduated.
• incorporation of small embellishments, graphic icons or other design bulleting to attract the eye to important actions.
• over-sized text both in headers and body copy.

Are you considering
a Web Site Redesign?

The first thing to consider is your target audience, would a Web redesign help you communicate your message to your web visitors easier? Would a more conservative but re-styled corporate design be more in order?

For many technology companies, providing a fresh look often helps to communicate their marketing goals in a simpler more easily understood manner. Reducing available space for text content can also be beneficial in that more customer focussed marketing messages are required and often work better than large pages of dry text.

Web 2.0 design techniques can be employed very effectively where applications or forms are embedded within websites, making them easier to engage with and easier to use.

If you do decide to pick up on the Web 2.0 look, why not also consider adopting some Web 2.0 type functional elements also. For example integrating an ‘expert opinion’ or ‘Industry News’ blog, publishing news, updates and announcements using RSS, Adding a 'rate-my-service feature; or a discussion forum for customer care. These Web 2.0 feature can lead to greater function and visitor interaction, but also add to the depth of your web service to customers over time.