<p>As a designer and consultant I've worked with all types of clients. Big businesses like PayPal and small startups like Judy's Book. And everything in between. I've also been doing this for years, and over those years you begin to get a knack for noticing trends. </p><p>Before I go on, let me define what I mean by "Web 2.0" and lay some groundwork for what I think businesses should avoid. When looking a the web today and the way we market, socialize, etc. on the web it's clear there are some good things we can take from that.</p><p>Web design has lots of great things going for it right now, and we've made huge strides in the last 4-5 years.</p><ul><li>Authentic conversations.</li><li>Transparency.</li><li>Social Networking with peers, etc.</li><li>Collaboration.</li><li>Web Standards.</li><li>Focus on usability.</li><li>"User"-driven content (Like this article!)</li></ul><p>Those things are good. However, what I usually hear in regards to Web 2.0 is more about style. Style, as in, the "look" of Web 2.0. You know; gradients, bright colors, reflections, drop shadows, etc. </p><p>None of these techniques are problems in of themselves. They can be used, if done correctly, to great effect and many sites and applications that share this look are very well done.</p><p>The problems, as with any trend, lie in extreme overuse. A business who intentionally shoots for a Web 2.0 style is potentially setting themselves up to be ignored. Lost in a sea of sameness.</p><p>Design is much more about visual style. Much, much more. Style and look and feel are but a small piece that sits along side (and contributes to) many other important bits; layout, readability, information hierarchy, etc.</p><p>A good design transcends and embraces style. It doesn't follow the lead of any trend. A great design is timeless.</p><p>More relevant to the topic of this article, a great design will get you noticed and remembered. Good designers know this, and will push clients away from trends.</p><p>Branding 101 states that in order to have a strong brand, you must differentiate. You simply can't do that by latching on to trends, especially one as pervasive and long lasting as Web 2.0.</p><p>When you set out to design your site you should first look at the business goals you've got. What do you want your site to communicate and/or do. Then take a look at your audiences. Hopefully you'll be able to easily align the needs of your customers with your business goals and begin to get an idea of what your site will say and do.</p><p>You can let your designer address how best to address those goals in a stylistic manner later. It's always best to give your designer problems and goals, as opposed to presenting features and solutions.</p><p>Telling a designer you want a Web 2.0 look, for example, is pretty much putting the cart before the horse. Never mind all I just said about it being potentially bad for your brand.</p><p>Beware a designer that will let you lead them like that. It means you're not getting any benefit of their creative thinking, and if you're not getting that creative thinking, then what's the point of hiring a designer?</p><p>The best designs start with solid goals and problems to solve and a willingness by the client to relinquish some creative control to the designer. On today's web, despite all the advances we've made in web design, we're starting to see a homogenous style that while bad for those within it, provides lots of opportunity to stand out and make a strong impression.</p>
2008-05-22T16:57:08Z
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2008-05-22T18:03:15Z
2008-05-22T18:03:15Z
<p>A recent trend is the desire to appear "Web 2.0". It's something I hear a lot and it's something I think most businesses should steer clear of when designing their web sites.</p>
Beware The Look of Web 2.0
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2009-02-24T09:44:29Z