Web design is the branch of design applied to the development, maintenance, planning and execution of websites bearing in mind its esthetic values, navigability, interactivity and position, and order of the information. This activity deals with correctly applying your personal likes, the previous design elements, a proper presentation of the company and a site's functionality making it an attractive, effective and nice site.
We could mention three types of information on which Web design works — textual, visual and the relationship between them. In this relationship we can put, among other things, navigability at one end and the usage of the design elements (colors, shapes, etc) at the other. That is to say, a site, that cannot be executed correctly, will never transmit the desired message —if a page does not work, there is a great communication problem, and in this sense navigability is part of this relationship between the textual and visual information. On the other hand, an inconsistency between what the text states and the colors the site uses destroys the communicative intention. In short, every extra-verbal and extra-visual failure affects the group of information since the site's design transmits verbal and visual information, and seeks to consolidate a proper relationship between them; and this is something that cannot be separated —there is no way any of them fails and the other does not (either they both win or they both lose).
Then, once the relationship between the verbal and visual information is established, we will talk about them separately. Verbal information is highly important on a website. In this type of information, all type of text is included —either typography or icon. The company's verbal presentation is an organized, rational, conscious and detailed exhibition of objects, ideas, values, and products or services offered. On the text of a Web page we clearly explain what the company is, who runs it, what it does, etc. That is the reason why the text has to be carefully treated. For example, it is recommended that texts are not too long and that they are presented in full to the user, without him having to scroll the screen to finish reading them. (Even though this is not our case; this is not a corporate site.)
However, verbal presentation is not the only kind on a site. There is also visual presentation. Through colors, shapes, textures, sizes, animated features, etc. users interact with the presentation. As opposed to verbal presentation, it is subconscious, general and disorganized, but it is highly effective. All the previously mentioned visual elements transmit a message that the designer is in charge of transmitting towards the direction you desire. The visual way, in which your company introduces itself, is not rejected or accepted by users in terms of consciousness, but it is presented as a «sensation». This is so because verbal material is analyzed consciously and rationally, and visual material goes directly to consumers' subconscious and stays there as a «sensation», as something that cannot be rejected or accepted, but it is just there.
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