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How To Communicate Design Decisions To Clients?

You may have noticed that in certain business and marketing circles there exists a “backlash” against the design community. Despite the rise of attractive, user-friendly solutions, in such circles unattractive designs have somehow managed to remain at the verge of acceptance. You’ll hear ideas being thrown around like “design is a waste of time — we have a really ugly site that outsells our competitors 3 to 1” or “we are not worried about the design, we’ll outsource it or use a free WordPress theme, let us focus more on the product”. [Content Care Oct/17/2016]

You can almost sense a little bit of pride in how ugly their web-site is, or that they are treating design as a commodity. However off base these types of thoughts might be, there is clearly a lack of respect for designers in the business community at times. I’d like to address how you can shatter this barrier and talk to business folk in a language they understand. See also

This article provides you with five guidelines you can use as a designer to “speak business” — even if it’s just to get your foot in the door or land a big project.

1. Pretty doesn’t mean effective: statistics are your friend! Link

Designers like to show off portfolios. It can look stunning, but business people like to see numbers. What was the conversion rate on that opt-in? What was the bounce rate and average time on site? What was the most clicked on link from the home page?

To a business person, “beautiful” or “visually stunning” are just a first step. They only really matter if “beautiful” or “visually stunning” turns into more sales. Probably the worst offender here is the classic “all flash” site that is gorgeous and completely impossible to use or update. Everything has a cost/benefits trade off, and that includes design.

Compare these two sites for a moment. The first is from 2Advanced Studios and includes some fancy Flash animation.

The second is from Perry Marshall, who sells a book on Google Adwords.

Despite being uglier, we can probably agree that Perry’s site is significantly better at getting new customers. It may not be better in other areas, but it all depends on what the goal of the site is. Speaking of which…

2. Every design should have a measurable goal Link

Saying that the goal is to “build the brand of XYZ” or “create an online presence” is meaningless to a business-minded person. A goal is only a goal if it is measurable.

What are some good examples of a measurable goal? Generating leads, making sales, a number of phone calls, opt-ins, subscribers, incoming links, PageRank, etc. Instead of trying to convince them that “attractive visual design of this sign-up form would attract more visitors” present them real numbers such as “in the past this design solution effectively increased the conversion rates by 35%”.

Web Form Design Patterns3
According to Luke Wroblewski’s findings in his book “Web Form Design: Filling in the Blanks”, one single design decision related to the design of sign-up forms has increased the conversion rates up to 40%.Try saying to a business person: “we split tested this design, and A converted 21% of subscribers while B converted 38%, and our confidence interval on this data is very narrow”. Now you are speaking their language!Try to get inside the head of a prospective customer. Imagine them with a burning pain or question, frantically clicking back and forth on the first page of Google results that came up. Realistically, they are making a decision whether to stick around or try the next result after scanning your site for about 1 second. This brings me to my next point…

3. Your site should have one clear path Link

As a customer comes to your site, you want to be in complete control of the 1st thing they see, the 2nd, the 3rd, and all the way down until they accomplish your goal that you’ve set. In other words, they have entered your sites “funnel” or “chute”.

Research results from an eye-tracking study: users satisfice — they click the first possible solution that is easily presented to them and may lead to their goal. Source5.The typical method of giving users lots of different options on a page has been tested and it doesn’t work as well. People don’t want to think hard to figure things out. Users satisfice6 — they want the first possible solution that is easily presented to them. You should be in control of things in every step of the way, and miraculous things happen when you start to think of your site as a set “process” instead of a maze of options.Please take a look at the first page of this site7 (the screenshot is displayed below). Really, go ahead and do it and then come back. I’ll wait.

Well, so you looked right? Let me guess the exact order that your eyes went on the page. First you went to the top left for the site title and logo, then after flicking past the phone number for just an instant you went down to the main headline about “Successful blogging starts with…”. Finally, you skimmed the portfolio and then read the two sub-headlines “Get Started Now” and “Learn to market your blog”. Was I close?

Look at your own site and stand back 10 feet from your monitor. What still stands out on the screen? These are elements that can jump out, with contrast, negative space, etc to help you control where people’s eyes go. There is even some great research coming out on eye tracking9. The point is that you can design with this information in mind to guide exactly how people experience your site for the first time and avoid trigger happy back-buttoners.

4. Remember the swiss army knife Link

One of the best analogies I’ve ever heard about design came from Marissa Mayer10 at Google. She said that Google tries to think of its design like a Swiss army knife. It has tons of features neatly tucked away inside, but you don’t see them all at once. A first time user might come to the site and just the main knife is flipped open. It’s immediately clear what the main benefit and purpose of this thing is: it’s a knife. But for the advanced users, a little thumbnail catch is still visible so they can slowly start to pull out lesser used features when they’re needed.

Many people’s web-site are like a Swiss army knife with every damn tool in there pulled out and exposed. “What the hell is this site for?”, a first time visitor might wonder. And like that, you’ve lost them. They’ll check the next result on Google.

Think of an effective design like a Swiss army knife. It has tons of features neatly tucked away inside, but you don’t see them all at once. Source12.

Keep the site simple with a clear path and purpose. Extra stuff on the page actually does have a detrimental effect in terms of confusion and distraction. Be adamant about eliminating unnecessary pieces of a design.

5. Provide performance metrics Link

Finally, if you really want to impress business people, put together a little report of how a design performs. It doesn’t have to be fancy — maybe a little spreadsheet (those business types do love Excel) with some basic metrics you can pull off of Google Analytics like visitors, time on site, most popular funnel path, and even a goal conversion rate.

A spreadsheet with some basic metrics about like visitors, time on site, most popular funnel path, and even a goal conversion rate can make the difference. Example: Quantcast14.Just putting in a little bit of effort here will instantly distinguish you from all the other designers out there who would never think to do something like this. Whoever your client is will be much more likely to say to a colleague, “you know they just get it, they not only design but they understand the purpose behind what we’re doing, I really like that.” And boom, you’ve got a referral to grow to the next level.

Conclusion Link

This article may offend some designers. You may think it’s off topic, not your concern, or counterproductive to good design. That’s fine — take what works for you and leave the rest.

Speaking in a language the customer understands is key to good communication in any business. Whenever you get deep into a field and become an expert, it’s easy to lose sight of the fact that the rest of the world doesn’t think like you.

Take doctors for instance. They go through so much schooling and learn so much science that it literally sounds like they are speaking a different language if you see a group of them together. But when it comes time to talk to the patient and explain what’s wrong with them, they switch gears and speak in a language the customer understands.

As a great designer, you can do the same thing and become that much more effective in bringing value to your customers.

Footnotes Link

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  6. 6 /2007/10/09/30-usability-issues-to-be-aware-of/
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Brian Armstrong is an entrepreneur who also enjoys studying design. He writes about topics such as UI design, building web companies, and how to quit your 9-to-5 to work for yourself at his blog.

  1. 1

    – FIRST – ;)

    Great article Brian! Keep it coming.

  2. 2

    i enjoyed this article very much, thanks for posting!

  3. 3

    The swiss army knife analogy is awesome.

  4. 4

    Some interesting ideas, thanks!

  5. 5


    July 22, 2008 12:05 pm

    Wow. that is on of the most interesting articles ever :P i really did read every word. i dont usually do that. But that article opened my eyes a little.

    great work :)

  6. 6

    Well, that was a really lovely article. I hate sites that are just like “HERES THE USER INTERFACE NOW TRY TO MAKE SENSE OF IT”.
    And as for the people saying “first”, go away.

  7. 7

    Tony Freixas

    July 22, 2008 1:07 pm

    It’s hard to take an article seriously when it has so many glaring spelling and grammar errors:

    “statistics is your friend”
    “in such cirlces
    “increased the convertion rates”
    “You should be in control of things ever step of the way,”

    My answer to your question: “Was I close?” No. I looked first at the pretty pictures. Then I saw way too many visual items pulling my eye in uninteresting directions. The headlines, which might clue me in to what the site’s about, are in gray. The highlighted items (such as the phone number) draw my eye to completely irrelevant information—why would I care about a phone number when I don’t even know what this site’s about? The site design is owner-centric, not user-centric.

    I think it’s dangerous to believe the you, the Web designer or owner, will create an effective site if you try to control the behavior of someone who visits your site. People go to sites to do something they want to do, not something you want them to do. If your design fails to hep the visitor accomplish their task, they’ll be off to a more cooperative site.

  8. 8

    Great article except for the first reference…

    “Probably the worst offender here is the classic “all flash” site that is gorgeous and completely impossible to use or update”

    It is possible to make SEO and User friendly Flash sites – with CMS systems… Just like it possible to make beautiful HTML/CSS websites – but the majority are extremely bad.

  9. 9

    Interesting article. There must be some way of modifying your spam filter to block some of these “First!!!!!!” comments though; really detracts the discussion which follows. Perhaps an idea for an article in the future(!)

  10. 10

    Not a bad post but your first guideline is short sighted and not at all factual. First the claim that the 2Advanced site is “completely impossible to use or update” is untrue on all accounts. The site is actually backed by a full CMS, how is that impossible to update?? Impossible to use? Really? It has full backbutton integration, deep linking control, tab accessibility, and hey what do you know my mouse can click on things… novel idea.

    You second claim that the HTML site is “significantly better at getting new customers” is hard to prove or quantify unless you have both companies conversion statistics in front of you (which I highly doubt). Considering that 2Advanced has drawn in clients like Ford, AOL, Bacardi, ESPN, Capcom, EA, Enron, FOX, Lexus, Lucas Arts, Motorola, Oakley, Wells Fargo, etc… I’d say there having no problems attracting clients with their work.

    You probably picked the worst example of a full flash site to pick on by choosing the 2Advanced website. But then again the claims you make in the first guideline you post don’t exactly sound like somebody who has done their homework with regards to Flash anyway. Its ignorant comments like that that don’t do anybody any good and cause the rest of your claims and suggestions to be in question.

    I do however think the rest of the post wasn’t all that bad, but I’d suggest checking your facts before posting about something you arent all that familiar with. Especially when that something happens to be what you lead off your post with.

    Just my $0.02,

  11. 11

    Kenneth Knudsen

    July 22, 2008 2:00 pm

    Best post yet! loved it!

    2advanced are very pro. and i know some people would say it’s the only way, being flash and all – i’m not that good – thanks! for writing in a level I can understand and use

  12. 12

    Very useful article. Great!

  13. 13

    Well guys,

    I think you’re right…2Advanced is not the right sample to explain the first guideline of this post but in general (and I think this is what Brian considers the goal) it’s more convenient to keep your site simple and clear, and in the most of cases more flexible and approchable, rather than working on a beatiful website absolutely monolithic.

    Anyway thanks Brian for your post that I think could be usefull for some webmasters.

  14. 14

    I really digg usability/analytics articles, keep them coming :)

  15. 15

    Nice article, highlights some valid points and is a nice glimpse of how “some” clients think indeed. As you said the purpose is not that everyone agrees with you but just that people learn something new or remember something they have been overlooking, very well written (the spelling isnt something I really care about pointing out as most times when someone does they make some mistakes themselves).

    However, your example for a flash website was very very bad as its completly the opposite of what you said and your point of view over flash is not only wrong but also shows a deep lack of knowledge for the subject. Sure there are some amateurish flash websites all over that lack in accessability and other things but there’s as many, if not more, poor html ones. You pointed out flaws that dont exist in flash (unless the designer is incompetent) while you could have touched some valid ones regarding bad aspects of flash if you wanted (html has its own too though).

    If only you didnt talk about flash or if you had done some proper research on it your article would have been excellent in my opinion, still, good reading.. thanks for that.

  16. 16

    Dave == 2A fanboi!

  17. 17

    This post is so right about the points made with regards to designs and options one should consider.

    Perhaps, design schools could incorporate the concept into their curriculum.

  18. 18

    You’ll hear ideas being thrown around like “design is a waste of time — we have a really ugly site which outsells our competitors 3 to 1″ or “we are not worried about the design, we’ll outsource it or use a free WordPress theme, let us focus more on the product”.

    What is that? Where are you pulling this from?

    Anyone even vaguely serious about anything will not say they have a really ugly site, they may say it outsells their competitors by whatever margin you invented but they wont say that theirs is ugly.

    That is almost like them saying “Ours is ugly and sells this well, we know it is ugly but cant be bothered fixing it because if we made it easy on the eyes it would totally bury everyone else”.

    Would you really want to hire someone like this?

    Perhaps you have one experience where this is the case but I can guarentee it is not the norm.

    You can almost sense a little bit of pride in how ugly their web-site is, or that they are treating design like a commodity.

    Everything is a commodity. I think you mean more of a non-required good/service.

    Maybe like a.. I’m sure I know the word.

    A Luxury.

    Article is not bad. Preface is terrible.

  19. 19

    The step with creating graphs and grids is kind of silly, honestly. Unless you include this in your proposal/bid or the client requests it at the start of the project, it seems like a great way to waste time and money.

    I’ve written e-mails that border on essays explaining mockups to clients, informing them as to why a navigation placed in position X will generate more clicks than position Y, why color 1 adds much more depth and resonates with their brand far more than the color 2, and why stock photo A reflects the content of the site far better than stock photo B. And a day or so later, I’ll get an e-mail back that reads, “Hey, we read through the changes. Good ideas, but we like the old layout better.”

    Point of the story: don’t bend over backwards, writing essays, doing research, and making charts to convince someone that a mockup is worthwhile when they can e-mail you back in thirty seconds and say “Nah, make it look like our competitors.” Make your point, explain what requires explanation, and call it a day. Your work should speak for you.

    (P.S. That first example about 2Advance is garbage. You picked the site of one of the most well-known, succesful web design/dev studios in the country to call ineffective, even though they’ve generated more traffic than anything you will ever create in your lifetime due to their design style. Smooth.)

  20. 20

    This article is great… keep up the good job

  21. 21

    Business people really care about the bottom line, and the return of investment. Google analytics helps tons with this!

  22. 22

    Justin Roberts

    July 22, 2008 3:47 pm

    A very interesting article! I even read all you source links. Great work.

  23. 23

    Nope straight up I can’t agree with point One. Plus I totally agree with what ‘Dave’ wrote above. I would struggle to believe that Perry Marshall site has a higher conversion rate on its specific goals with what you are comparing it against. Speaking of which, you are not really comparing apples with apples here. You compare a company like 2advanced which is a design, development, motion graphic, rich media, 3d design, audio creation, promotional studio against someone flogging off a course…what the????? Plus you have no data to back up your claim. If 2advanced suddenly did a switch flip and had a virtual text based site, you honestly believe they would still be able to pull clientele of their current caliber? No a chance. A great design is an effective marketing tool no matter what the business. If anything Perry Marshall site looks allot dodger given the fact it has no effective design on the page. Compare Perry Marshall site against another selling virtually the same product but with graphical design layout, and then show us the statistics.

    Design matters hands down.

    That’s my opinion anyway…

  24. 24

    Cesar Barizon

    July 22, 2008 4:47 pm

    I really appreciate when the design is combined with real business world! We work for people, for their business and if we want respect, we should be professionals in any levels.

    We all have some “artistic side”, but it must be used with intelligence.

    Brilliant article!!

  25. 25

    I disagree with the first point. I think while it is pretty as you mentioned, 2Advanced Studios site is also very effective in capturing sales from the right customers. The entire site creates for a superb user experience.

    2Advanced Studios target market are looking precisely for an advanced flash website. Take a closer look at the sites they develop and their target market. Their site is geared perfectly towards the people they are aiming to get business from–gaming companies as one example.

    I’d say it’s served it’s purpose well and the proof is in the pudding, they have an enviable list of clients and continue to push the boundaries of what can be done creatively with flash. Sales doesn’t seem to be the issue here. I’d go as far as saying they can pick and choose whom they most want to deal with, like-minded creative proffesionals.

    I would argue that such creativity as displayed through their site hasn’t harmed sales at all, quite the opposite, it has likely created a lot of interest from the people they sought in the first place.

  26. 26

    Jonathan Moore

    July 22, 2008 5:34 pm

    Let me preface everything with I worked at 2Advanced for 4 years so know that I am naturally defending their position with the site, but let me state my reasons why…

    After reading your first point I simply disregarded the rest of the post. How can you begin to assume that one site is more effective at selling over the other? In my opinion both are equally effective at selling to their target customer/client. If you were to find an over-the-top Flash site for an author trying to sell his book on Google Ads and compare the two I would agree with you. The author is relying on SEO and advertising for people to find his site and convert a sale. The medium and format of the site is well suited for the target customer. On the other side look at what 2Advanced is “selling” – brand experiences.

    The over the top interactive site and the clean/basic html site both have their purpose. Think of the two as specific tools. One is a paintbrush and the other is a typewriter. Both can be used to communicate a message or illustrate an idea. You would be crazy though to write a brilliant essay with a paintbrush or use the typewriter to type out ASCII art on a canvas.

    Your first point should have been use the correct medium for what you’re selling. Should a summer blockbuster movie site, newly released car microsite, unique interactive marketing site be created with simple and plain stylized HTML? No, you would be missing the mark and your communications would fall short and be uninspired. Should a movie studio site, car manufacturer landing site, or a blog be created with over the top Flash? No, this would be a horrible choice for the medium.

    I actually did read down to your second point, and again I strongly disagree with the fact that because the goal of a site is to build a brand that it isn’t measurable. The industry for creating experiences, websites, content, etc for the purpose of building a brand is a multi-billion dollar industry. Strengthen a brand with a site or interactive campaign is an incredibly effective marketing tool. To a degree though all of this can be measured with very specific metrics, which 2Advanced is using to a very in-depth level.

  27. 27

    What a brilliant read! The analogy with the doctors is spot on – and I have never put emphasis on that explanation process so I think I oughta change!

  28. 28

    Patrick Tang

    July 22, 2008 7:35 pm

    An interesting post as usual from the great team of Smashing Magazine :)

    However, I am slightly disagree with your first fact (pretty doesn’t mean effective) by picking the wrong choice of example: First of all, main business is selling visual communication solutions to clients, so being pretty is effective for them. Thus, it is very much down to your INTENDED TARGET AUDIENCES, to determine what method of communication (eg visual or words) that you want to use.

    By the way, good use of colors and graphic elements definitely will make a longstanding stamp on potential clients’ minds!

  29. 29

    Wow, Smashing Magazine — this is the worst article I’ve ever read from you guys. It’s obvious that this contributor is unqualified to provide guidance on design.

    I agree with Granulr, Dave and Two Socks regarding their poinst about Flash and the 2Advanced site. Their points cannot be echoed enough.

    Now, if the author wants to argue that a site’s visual aesthetics aren’t the end all and be all, I can’t argue with that. But he never builds a meaningful correlation between an all-Flash site and sales conversions. He says:

    “Despite being uglier, we can probably agree that Perry’s site is significantly better at getting new customers.”

    Sooooooooooooooooo, the author is basing the significantly better customer acquisition on the idea that we can probably agree? Really? Huh? Wha?

    And then he goes on to say:

    “It may not be better in other areas, but it all depends on what the goal of the site is.”

    The two examples offer completely different services and cater to equally different audiences. Their goals are OBVIOUSLY different. 2Advanced is a company that specializes in high-end, interactive and rich media experiences. Perry Marshall’s site caters to people who want to know more about Google Adwords. I’d argue that both site designs actually succeed in attracting their target markets. Really, really poorly thought-out examples Brian Armstrong. Really.

    Furthermore, how can I honestly take someone seriously when their description reads: “Brian Armstrong is an entrepreneur who also enjoys studying design.”? He studies design?!?! WTF? Okay, fine, we’re all still students of design, no matter how many years we’ve been doing it. But the description gives me no indication that he commands any authority on the subject of design except for the fact that he studies it and writes about it. Again, I say WTF?!?!?

    This is a truly disappointing article and I hope this is a one-time fault for Smashing Magazine. Everybody makes mistakes.

  30. 30

    Indeed, the first examples of this article are poor – as some of the comments already said. However I think this topic is quite important because it refers to the point of communication, which is surely underrated by many Designers.
    So although this could be written better, it has shown me some things, I will consider to think of in the future.

  31. 31

    lets switch the gear..Great article

  32. 32

    Great article..
    Thanx alot mr. Brian.

    But I really agree with the guys above about your first point, Pretty does mean effective.

    well, think of it like a 2 stores, selling the same stuff, the first one has a smart beautiful woman with a great smile and a refreshing smell, and the other one has a stupid ugly one, a horrible smell ;-) , honestly, where would You buy from ?
    so… Pretty does mean effective :)

    Point 2 is great.
    In point 3, I think it depends on the people u aim with your web site.
    I like the concept of the swiss army knife in the 4th point
    point 5 is so right :).

    Thanx again, and keep up.

  33. 33

    Christian Brix

    July 22, 2008 11:56 pm

    Great article with good points.
    You asked “Was I close?” YES, you were 100% accurate actually! :-)
    I would like to urge all readers to read between the lines AND think for themselves while reading. Maybe the examples aren’t the best, because they are in so totally different fields, but the author has a point – and you should try to get it even though you love Flash!

    And if some you designers are claiming that Flash are just as SEO friendly as a xhtml/css site can be, then you ought to stay designers and stay away from SEO, because you are very wrong. Just read a couple of hours on some of the big SEO sites and forums, and you might learn something new. Yes, yes I fully understand that Flash has improved in this field drastically “lately” and even Google CAN read the content of flash – and thanks for that since Flash really IS necessary and amazing for some project and purposes – but the SEO is still just stopgap measures / “patches” fighting to get close to “the real thing”.

  34. 34

    I agree with Jonathan Moore, the main thing to get an effective site is to keep in mind the “target customer/client”… What the point of having an html site for a brand like 2Advanced ?? It’s not because you can’t navigate through a site that the main target of this site won’t be able to do so… Comparing 2Advanced and Perry’s site is just irrelevant to me ?

  35. 35

    Thats “help” not “hep” ;P

    Anyway, kinda got to agree with you regarding users go to sites to do what they want to do.

  36. 36

    Great article….

    Graphic design is always taught as an art….

    Yes it is an art, but it should also be taught as a business…they leave that out at university

  37. 37

    I (not like the rest of the commenters, apperently) agree with this brian fello complitly, i dont know how many of you designers out there had to sell your projects to importent costumers and not to a friend of a friend or have some one else sell your idias for you.

    all of my desgin idias are almost always at least a bit cutting age, i mean no body who works as a desginer likes to do the same web 2.0 friendly clean design for each project, u want to experamant and push new and intresting idias, which no one beside us designers aprishate, and thouse u have to sell your idia, and heres where this articale helps you alot.

    never mind the ugly desgin of the both sites shown in the exsample the one made out of simple html will get more views, and thats the bottem line to the client.
    so whats brian says is simple: explain your idia with numbers.
    and then you`ll be able to use your intresting idia, and the same old boring web 2.0 clear clean pulished design.

    which will simply make u prode of your work.

  38. 38

    @Tony Freixas

    Just a thought,

    “People go to sites to do something they want to do, not something you want them to do.”

    Take your local supermarket for example, you may think your in control when you enter but really your being lead on a lease when you step in. Everything has been designed to get as much cash out of you as possible.

    As web designers, our goal is to guide users to the parts we want them to see, much as the supermarket designer

  39. 39

    The swiss army knife analogy is indeed totally awesome

  40. 40

    Some people seem to be confusing the first point. While I agree the choice of examples may not have been the best, the point itself rings completely true – that business oriented people (non-designers) don’t consider design to be that important.
    I do web design for a large publishing company. The rest of the team and I often have to sway whatever editor we happen to be dealing with away from their perceptions on design. They make awful colour choices, try to cram everything that appears in their magazine not only on the homepage but also above the fold. What the first point of this post is trying to get across is that as a designer you will probably come across this kind of obstacle at some point. When you do, you will need to be able to speak to your clients in such a way that they can see the importance of good design and how it can improve on the results they are looking for.
    ..not an easy task I assure you!

  41. 41

    In the overall i liked the post, it talks about thinks that i never heard before, like the “Swiss army knife”, i think he can do it with a little training, clear mind and focus on relevant things.

  42. 42

    Listen to the comments. The 2advanced site is the worst possible counter example to use for point one.

    I dislike full flash sites a much as the next css designer. Yet I, and many others, realize that the 2advanced site’s usage of flash animation is actually well done + backed by a cms. If you want to hate on a full flash site, their are MANY other sites to choose from… maybe rewrite point one with that in consideration?

  43. 43

    definitely think you chose the wrong site to put alongside Perry, 2A site to me is not about gaining clients at all its simply to take you on a journey through the world of 2A and what they stand for. Im sure 2A gains most of their clients from existing ones and general word of mouth, the 2A site has always been about “immersive experience”, if they were relying on their site solely to gain clients then it would be something very different from what it is today. Both sites are at opposite ends of the scale with one site trying to sell you a product and the other giving you an interactive emotional experience.

  44. 44

    From a visitor point of view I just hate flash sites. Just none of the sites I visit everyday are built entirely on flash. And when I come in such a site, I usualy think that it distracts me from getting information (and therefore annoys me).

    I may not be the “average user” and so will not draw conclusions from myself but I tends to think that except a really short “wow factor”, flash sites are pointless and that small flash inside a html site is way better.

    The 2A website for exemple is quite ok to use, but it has lots of loading and an, *ARG*, background music (a revival of the midi-music-on-website ?)

    Well, building interface and navigation with Flash was pointless before CSS and AJAX, so now ?

  45. 45

    Jinson Joseph Elayidom

    July 23, 2008 3:37 am

    Excellent article, the 5 golden rules are very useful for designers they are realistic from a customer point of view. Thanks for another excellent article.

  46. 46

    Tony Freixas… perhaps you should check the awful grammar and spelling of your comment and then get back to Brian who has tried to write a good, solid and thought provoking article.

    It is rather naive to say that people do what they like and look at what they like – everyone is searching for something but they are always open to visual influence.

  47. 47

    This article touches on several key issues and there seems to be a lot of replies toward the 2A and Marshall website personally you are comparing apples to oranges. Both sites have clearly two different agendas and target audiences. The key element that is missing is the audience, as a creative director my job is to adapt to the target audience for the site and develop for those individuals. As mentioned in the article, goals are a key aspect of any website, what you want the user to see when they enter your site. What do they see 1st, 2nd and 3rd? Can you measure the goals was another key mentioned and should never be ignored. Pretty/clever websites can be enjoyable like 2A and clearly the focus of the site is to show off their abilities utilizing Flash technology, which they do quite well. Purpose should always remain the 1st ingredient in website design/development followed by many of the things mentioned in this article.

  48. 48

    Rather questionable article.
    I would not repeat the point about 2 Advanced, many people wrote about it. But beside, the advice to talk in the language of digits is rarely applicable in discussion with client.
    1st it is to bold to promise something like “with our new design the conversion rate will be twice as much as with current one”. You may easily fail to keep such promises.
    2nd, If you start try to speak about digits, the conversation may easily shift to price comparison of design companies proposals and there is always some competitor that offer similar service for cheaper price.

  49. 49

    I’m surprised/worried that this article is so “eye-opening” to some. No offense to Brian (we need more articles like this – apparently :D)

    Businesses like to look at the bottom line – and they should. If your design doesn’t improve statistics you probably lost focus on the main objectives and need to reevaluate the final product, regardless of if its “pretty” or “ugly”.

    I hate how some businesses have that idea that all a designer does is make a site “pretty”. But whatever – their downfall.

  50. 50

    Thomas Winsnes

    July 23, 2008 6:04 am

    I think it was a bad idea to chose 2advanced for your full flash example. If you look at their portfolio you can easily see they have a load of high profile clients.

    What their website does; is showing the user exactly what they sell. They sell amazing flash animations/ads/websites.

    If the user is looking for this kind of things, they will def not be scared away by 2advanced.

    If the user is looking for information on Google Adwords, Perrys site is probably the better choice.

    To be honest, I think your choice of flash vs html is more of a biased opinion then anything else. Flash can be used very well. Even as a full website. It depends on who your customers are, and what they are looking for.

    I agree that it was a hype, and it was used wrong many many many times. 2advanced is not one of those though

  51. 51

    It was nice to see this type of article appearing on Smashing, but I really don’t think it unearthed any great secrets that aren’t abundantly obvious.

    Referring to individuals who care what the ROI of their site is as ‘business people’ really stereotypes clients. Designers and ‘business people’ are not all that different. To be a good web designer (as opposed to just a graphical designer), one must have a decent understanding of business issues, appreciation of business goals and constantly thinking about the user – which is the exact process the client is going through. Treating ‘Designers’ as people who make things pretty and ‘business people’ as the evil corporates who don’t appreciate the tormented artist is disrespectful to both.

    All good ‘web designers’ have an understanding of business, users and goals. Their design decisions are already based on these criteria. If you need to think hard about ‘speaking their language’, then I highly doubt the design would have worked / been any good anyway.

    The distinction should be more between designers who make sites ‘look nice’, compared to designers to make sites ‘work’, ie achieve their goals, and only in rare cases is this entirely mutually exclusive.

  52. 52

    Great article!
    This is very nice article, I learn some more useful things from this post.
    There are many things that we need to consider when we build the site. Some of your guidelines are really helpful for all.
    Thank you very much for this nice post.

  53. 53

    I’ve read this article several times now, and I’m still struggling to see how the 5 ‘guidelines’ will help to communicate design decisions to clients.

    Show them some pretty graphs, make bad comparisons between different types of sites, use language like ‘our confidence interval on this data is very narrow’? I don’t think so…

    Come on Smashing Magazine, you guys normally produce really good quality articles – please don’t let the badly written ones slip through the cracks.

  54. 54

    Wow, awesome post! Very much like “designer folks are from Mars, business folks are from Venus”. Great stuff.

    The only thing I’d challenge you on kind of precedes this post, but still fits in the scope; “know your audience”. For example, 2Advanced isn’t talking to the same folks as the Perry Marshall site – they are geared for high end experiences on purpose, and seek that kind of work. Their clients prolly aren’t nearly as concerned about metrics as the typical company (but I understand why you chose them as an example).

    But the bottom line is you need to figure out who you’re talking to before you start talking in the first place. Your tone could vary greatly depending on the client.

  55. 55

    i agree with Dave and many others not defending but also not agreeing with you on the first part of this post.

    yes bad example with 2 they can be too flashy but dang now adays thats what most clients want !!! flash flash flash animation, and who can deliver better than 2

    them guys are the pioneers at what they do.

  56. 56

    BTW the BG on this guys blog hurts my eyes X-(.

  57. 57

    Sorry guys, I didn’t give this post the time of day. Saw the first example comparing 2Advanced to a random SEO sales site, and just ignored the rest.

    Actually I lied, I skimmed down to the author’s attempt at explaining IA and Eye Sight, and giggled. It is obvious that this guy doesn’t know what he’s talking about. The very first time that I’ve doubted SM.

  58. 58

    Interesting article, even if the “eliminating unnecessary pieces of a design” seems quite market-specific : I’ve been living in Japan for a couple of years now, and l’ve been really struggling : lots of clients here juste WANT designs to look busy, with an overcrowded choice of options – it “looks more professional”.

  59. 59

    dirk worring

    July 23, 2008 8:52 am

    nice article, but i think we are missing something really important here: a design, a website, a video and all the rest have to be an integrated concept. trying to sell someone simply a new website is like getting a fish hook without the pole and the little worm that fish like so much. design is an important piece and its not only visuals. but its part of the whole concept – and this is what you should provide for a client. this is what makes new customers for your client and brings more cash.

    and if you are a kick ass webdesigner, that is not really the guy who can provide the whole package of b2c or b2b communication, just team up with others! its really fun, and you´ll see, with all the heads together, you´ll come up with even more outstanding ideas and concepts.

    …no man is an island.

  60. 60

    It depends on your target audience. A full flash site like 2advanced is to approach the large company who want flash, who want superb graphics etc.

    You would not ever find a company who specialises in “simple and clean” doing work for EA, or any other top company like the ones of the 2advanced client list.

    Flash and “Simple and clean” are 2 seperate worlds, get real. All of you.

  61. 61

    2Advanced annoys the hell out of me, but it has it’s market (execs who are impressed by whiz-bang graphics and stupid customers who need to be sold something).

  62. 62

    Brian Armstrong

    July 23, 2008 2:05 pm

    Thanks all for the comments!

    @ cenzor – Marissa Mayer has some great talks, can’t find a link right now but worth checking out

    @ sundaydriver – wow, thats a compliment!

    @Tony Freixas – thanks for the spelling corrections, you’re right I should have checked that more closely. also, agreed that its a bad idea to control the behavior of the user, they are going to do what they want…its our job to just make it as easy for them as possible to accomplish their goal, not change their goal

    @Granulr – agreed, maybe 5% of flash sites do this well, so it is possible. I think it can be appropriate in some rare cases, like a website to promote a movie or something like that.

    @Dave – you’re right, I don’t have the data on those two specific sites, it’s an educated guess based on looking at other sites (a pretty safe one though), especially since I know Perry Marshall has been split testing that site for years to improve its conversion rate. 2Advanced may not care about their conversion rate, rightly so….its not for everyone, but business people do care, thats all I’m saying.

    @ Hugo – you’re right I’m no flash expert :) It can be done right I suppose, it just hardly ever is, and is only appropriate in rare cases I think.

    @ Josh – believe me its real in the biz community. It all depends what circles you run in. It’s not an isolated case, especially among marketing people. Eben Pagan, John Reese, Dan Kennedy these are the guys invited to speak at conferences and sell tons of books etc….I’ve heard them all tell people design is a waste of time. It doesn’t sell.

    @ Two Socks – you’re right, different businesses, different goals, guilty as charged on the apples to apples. A design studio might be one of the few sites where that is appropriate.

    @Cesar Barizon – Yes! I think you really got to the heart of the issue. Design in isolation is not the way, conversion rates in isolation is not the way. You don’t need to be fanatical in either camp, understand both and take the best from each.

    @Jonathan Moore – you’re right 2Advanced is not a bad flash site, is has different goals, maybe not a fair comparison. I like what you said about “use the correct medium for what you’re selling”. Thats a great comment…i do think flash is hardly ever the correct medium though.

    @Mark Rosal – Sorry you didn’t like it :) I’m not an authority on design at all, I’m an authority on business. I think SM was trying to provide an outside perspective. Take it for what its worth.

    @ FOR EVERYONE – one quick thought on the choice of 2Advanced. It would have been easy to pick a crappy flash site, there are tons of them out there. But thats not the point I was making, that bad flash sites suck. My point was really that even one of the best flash sites still won’t out perform (strictly in terms of generating leads) a crappy looking site with good marketing behind it. Even if you think focusing on generating leads is idiotic or a waste of time, this is how most business people think. It pays to understand the customer perspective, even if you disagree with it.

    In conclusion, this article turned out to be a bit more controversial than I thought it would be :) (I guess thats what happens when you challenge beliefs.) It seems everyone either loved it or hated it, but at least we got some healthy debate going. All I can say is that is pays to see an issue from all perspectives. Understand both sides even if you disagree with it.

    Thanks for the comments!
    Brian Armstrong

  63. 63

    Looks like Smashing magazine are now to big to take the time to write quality articles anymore and back up their claims with real stats. Makes me laugh when bloggers try to pass themselves off as Usability and design experts.

    2Advanced has a higher conversion rate of their target market to sales and a far far higher dollar value per sale then Perry Marshall will ever dream of having. Novice article….

  64. 64


    July 23, 2008 4:11 pm

    100% spot on…

    your job as a designer at the end of the day is to improve your clients business….using the stats and tracking mentioned in the article only goes to prove your doing your job….wouldn’t you like to know that you improved a companys leads by 40%?!!!!??? I sure as hell do, and have… This is great material to put on a resume and explain during any interview. With the web you can actually track if what you do works…its great!

  65. 65

    so many designers stroking their egos in this comment thread when they assume the position of expert and accuse the author of being a novice. in a way, its reinforcing what the author is saying and even the example he chose. Just because there are clients going to 2Advanced doesn’t mean EVERY site should look like it was designed by them, because most clients don’t need all that flash and animation and waiting for things to load to get their point across. Sometimes, a site as simple as Perry’s can do what they are supposed to do with just the basics. In Perry’s case, flash would have been distracting and superfluous to his needs as a business.

  66. 66

    You’ll hear ideas being thrown around like “design is a waste of time — we have a really ugly site which outsells our competitors 3 to 1″ or “we are not worried about the design, we’ll outsource it or use a free WordPress theme, let us focus more on the product”.

    What is that? Where are you pulling this from?

    Anyone even vaguely serious about anything will not say they have a really ugly site, they may say it outsells their competitors by whatever margin you invented but they wont say that theirs is ugly.

    That is almost like them saying “Ours is ugly and sells this well, we know it is ugly but cant be bothered fixing it because if we made it easy on the eyes it would totally bury everyone else”.

    Would you really want to hire someone like this?

    Perhaps you have one experience where this is the case but I can guarentee it is not the norm.”

    Go to and you’ll get a whole group of people who take pride in ugly site designs.

    Especially in the Internet Marketing world, there’s a wide belief that ugly web design generates more sales.

  67. 67

    Perry Marshall may have a higher turnover rate, but he doesn’t sell his books for $20,000+ a pop, either. I would be willing to wager that 2advanced takes home more bacon than this guy.

  68. 68

    Amazing article Brian! This really shows how deisgners should focus and move towards the right goal in their mockups.

  69. 69

    dirk worring

    July 23, 2008 10:09 pm

    enough with the “beating author with the ugly stick!” – lets simmer it down.

    1. this is about sales, and more –the most ugly part– cold sales. why do that as a one-man-show webdesigner? go freelanacing for agencies. you will get the way more interesting projects and budgets. (2advanced is not the lead agency for any of their big names, they do work for the guys that do the integrated campaign concept. and get paid for what they love to do, no matter what we all think about usability and design)

    2. yes you can kick my ass for my recommendations about the sales issue and for being an advertising guy for almost 15 years. but i´ve seen to many entrepeneurs not making it in the market, building ugly perry marshall websites and chew on dry bread.

    3. vitaly: you really gotta scan these articles before you publish. your advertising is quality content (which in 99% is what you publish)

    4. brian, keep it up! first finish your design school, do your homework and get some experience. then go on writing (which is a perfect way to get your name outa there and get recognized by people with well paid projects).

    5. and honestly: who would build that website for this perry marshall guy? i bet he did it himself at home with frontpage (omg i just said the bad word!) and if not, what did he pay for this piece? 250 U$? who wants to do jobs like this?

    6. @all: beautifull to see this community: all of us really appreciate and read what smash mag has to give. good to see controversy about questionable content. but i beg to differ about some of your posts: if you critisize, get the right message of the articles (what is all that discussion about flash or not? its writing about arguments for sales)

    yours sincerely. dirk

  70. 70

    I don’t find the article useful to say the least. It is flawed. Take for example 2advanced site. The author advocates the use of stats to make a point, but he himself is comparing two distinct categories of websites. Secondly, a suggestion to use stats is flawed as well. Most of the time you make a site for the first time to a particular client and dont have any stats on your hands. Nor does the client. So you can’t make your point. The best you can do is to monitor and support the site once its launched. So I for the following reasons I think that the article has a very small chance for application in real life.

  71. 71

    Very good article, The conclusion is really nice with doctors as an example. Its really useful for all designers. thanks for making us to speak the language that customer understands …

  72. 72

    I think some of you are getting hung up on details instead of seeing this article’s overall point.

    My main interest lies in designing good looking websites that meet the customer’s goal. End of story. If he wants flash, he’s going to pay more for it because I personally don’t like flash and it takes me an my designers more time to do it. Those are personal decisions that are made by each design agency… I don’t see the issues Brian brought up with regards to Flash being expensive or hard to maintain as being 100% relevant to the discussion, but you’re getting hung up on that.

    The questions we struggle with daily are:
    1. How do we help the customer figure out what they need out of their website
    1a. How do we tell them that mouse-following sprites, animated graphics (think under construction guy level graphics… yes, people still want this crap)
    1b. How do we explain to them that the amount of content they have (among other factors) necessitates a different menu style than the “zomg super c00l” one they saw online and want duplicated on their site
    1c. How do we rapidly prototype designs and layout and explain our decisions in a way that they WILL understand
    2. How do we convince the customer to make the decision that we think is most effective with regards to overall design as well as the mechanics of the site
    3. How do we design their site with expandability in mind, because we all know that their goals are going to change the second the site is finished.

    As a programmer first and designer second, I can tell you, it’s hard for me to take time to answer these questions and make the answer customer-friendly. In addition, sometimes you’re dealing with salespeople that editorialize on the design and want to inject their own opinion over the top of the customer’s. Our agency could be different from the rest of yours… We deal with small businesses that have never had websites, primarily, but articles like this do help us glean enough information to help make the proper decisions.

    The other questions brought up in the comments are easily as informative and useful as the original post, so I hope we see a follow-up to this. Every bit of perspective helps.

  73. 73

    The author was pretty much spot on and many of you complaining are completely missing the point he was making. It’s finding the balance of harmony that gives the business the most amount of sales / new business possible from those pixels on the screen. It doesn’t matter what method you use as long as the journey you guide the user through is as easy as possible. “Just because you can doesn’t mean you should” is the web design motto that has served me and my clients well for over a decade!

    I have studied eye tracking and other such research for a long time and the blog site is an excellent example of leading the user on a guided journey through the page content. You cannot help but be drawn to the main areas. Even down to the single paragraph of text in exactly the right place.

    I have created a similar site based on eye tracking research, text placement and heat mapping to fine tune. The results were outstanding. A 40% reduction in the bounce rate and a 21% increase in sales.

    As someone who has been designing websites for many years and researching user habits for the last 3 years can I say great post Bryan!

  74. 74

    I think people are forgetting that the overall design of a good website needs to meet the objective of the website. 2Advanced Studios isn’t looking for SEO, they’re building a website that shows the quality of their work to clients like Ford. They aren’t looking for clients that find them through Google. The clients they attract come to them from references and their reputation.

    The article overall was good, but the first point was completely lost in the comparison. I have to agree with Dave’s earlier post.

  75. 75

    Nice article, but mis-Titled. Albeit, good communication is vital to good design decision-making, this article was about more about designing for ROI, and not about facilitating communication between designer / design team and the client. Communicating decisions about design within the design team and to a client/business partner is a completely different topic from steering or guiding design decision making. Nice how-to, but mis-titled. Albeit good communication is vital to good design decision-making, this article was more about designing for ROI, and not about facilitating communication within the design team and with the client. Communicating decisions about design within the design team and to a client/business partner is an altogether different topic from Creating good design.

  76. 76

    Chris Olberding

    July 24, 2008 7:59 pm

    Yuck. Comments getting ugly, did 2advance call up their friends or something? Their site has a Hot Topic/90s design aesthetic and makes my head hurt. Anyway, nice column, the first point is still valid despite the debatable example.

  77. 77

    Tony Freixas

    July 24, 2008 8:47 pm

    @William Li

    @Tony Freixas

    Just a thought,

    “People go to sites to do something they want to do, not something you want them to do.”

    Take your local supermarket for example, you may think your in control when you enter but really your being lead on a lease when you step in. Everything has been designed to get as much cash out of you as possible.

    As web designers, our goal is to guide users to the parts we want them to see, much as the supermarket designer

    Now image that your typical supermarket customer had a teleporter with them. They walk into the supermarket, decide they don’t like what they see and press a button. A few seconds later, they arrive at another supermarket. This one lets them get to the dairy products without having to walk all the way to the back. Guess which supermarket they will use.

    Web sites aren’t supermarkets and site visitors have options that they don’t have when they visit the supermarket.

    Now I didn’t say the designer shouldn’t guide them. I think the designer should understand the targeted customer and what that customer wants to do at the site. Then make that task easy and obvious. The experience will be so pleasant, the visitor will come back.

    Now look at the sample, Blog Designs. The highlighted text (such as the phone number) is the last thing I want to look at. First I want to know what the site offers me, whether its a service I want and, if so, if this is a company that will provide good work and that I can trust. The design leads me in all the wrong directions.

  78. 78

    Tony Freixas

    July 24, 2008 9:04 pm


    Tony Freixas… perhaps you should check the awful grammar and spelling of your comment and then get back to Brian who has tried to write a good, solid and thought provoking article.

    It is rather naive to say that people do what they like and look at what they like – everyone is searching for something but they are always open to visual influence.

    Strange, I went back through my comment and found two typos and no grammar problems. But then, I was writing a comment, not an article and I don’t even get a chance to preview the comment. I noticed the author fixed the errors I mentioned. And the statement I made is accurate: lack of care in proof-reading can lead the reader to see a lack of care in the article.

    As for the rest of my comment, I see the author actually agreed with me. As a designer, I am hardly opposed to the idea of creating a design to guide people to site information. In fact, I consider that essential to a good design. I just disagree that the BlogDesign site demonstrates a good use of this.

    People who know me would hardly accuse me of being naive. It’s a pretty personal insult from someone who knows me from reading only a few paragraphs. Please note that my comment talked only about the ideas expressed in the article. I made no personal comments about the author.

  79. 79

    I totally dis-agree with this article and this is indeed an awful article that smashing magazine has, his comparisons are not well though on and I do think that he also needs to research more on his topics before making an article.

    I would like to also call out the persons in charge of this author to first check his works before posting it into your website because it might offend some of the business that he used as an example here in this article.

    For me this article is rubbish I’m a web designer myself and design and functionality is very important for my clients and certain designs and approach are being made to certain products you cannot compare one product to another if they are not the same….that’s rubbish, just like when the author of this article did this first comparison, it just shows that he did not do his research on flash, on design and in everything in this post.

  80. 80

    to smashing magazine: this article is a dis-appointment for me….you should tell your authors to research more on their topics because most of the people that are going into your website are professionals in the field of art, such as web designer, web developers, SEO and etc. so they should not mis-lead their readers, I’m a regular visitor of your site and I usually read good and informative stuff in your site, but this one is just a dis-appointment for me. just a thought though……

  81. 81

    since i am no native speaker of english i hope the community will forgive spelling and grammar mistakes i make.

    concerning the article: a lot of critical comments have been written and i agree with most of them so i won’t go into that again.

    what i really like about the article is the fact that it is a reminder to never stop thinking about who you are talking to. if you want to “sell” something speak the language of your target group. that is true for your customers but never forget your biggest argument: true for your customers’ customers as well. the funny thing is that espacially big companies often forget that. in effect that leads to solutions which satisfy their superiors but are not necassarily the best solution for those “they” are trying to target.

    this is leading me to: it is not about pretty or not pretty but about what works best. and if you have that solution and have convinced your customers – then make it look awesome ;-)

    so let’s switch gear and be the advocates for the users of whatever we are developping.

  82. 82

    such a great article

  83. 83

    I find it funny that the title of the 1st point says “statistics are your friend!”, then the basis of the argument is backed up with “we can probably agree that Perry’s site is significantly better at getting new customers”. That, in itself, is a statement that should have some statistics and research behind it. Not only is this whole point one person’s opinion, but that one person is assuming that “we” are in the same boat. I agree with some points further in the article, but that first one is just another example of your typical, standards/css-fanatic, flash-bashing soap box. I think standards and CSS are great, but I get tired of posts by the anti-flash crowd trying to come up with all this unsupported reasoning that Flash is so awful for the web. The fact is, big money clients will spend that big money on impressive web experiences…. Flash. Companies like 2A, Big Spaceship, North Kingdom and other big Flash site developers don’t have to rely on standards and SEO to sell their product or attract customers, like Perry and his Google book. Their work sells itself.

  84. 84

    Geez, when did flash vs html become the new mac vs. pc bitchfight? Are there seriously people out there that think flash has no place when it comes to effective webdesign, or even people that think flash can be used for all effective web design for that matter? There are a bunch of comments up there that just come across as “mine is better than yours”. Anyway thanks for the article, it was interesting in it’s way, but thank god i’m off to do some print work.

  85. 85

    Its only an article, put your toys back in the cot.

  86. 86

    This is one of those post where the reader realizes that some post are absolute crap

  87. 87

    this is one of the best articles i’ve read here, really gave me some good direction that i’ve been trying to find

  88. 88

    Most designers and artists I’ve worked with are so full of themselves and can’t find their way around a spreadsheet, much less talk sense. If I only had a nickle for every ‘designer’ I’ve sent packin’…

    As a business owner, THAT is worthless. Take a course in business, or hire a salesman who can speak biz AND geek. Then you’ve got something.

  89. 89

    Author is a newb….2A is selling online experiences and Perry Marshall is selling a book….

  90. 90

    The author lost all credability when he did the comparision and slated 2ad in my opinion.

    The article reads like an amateur working back in the early 2000’s and not a modern day web design expert who knows his stuff. It is irresponsible unprofessional writing like this perpetuating myths that are simply incorrect about the world of web design.

    The comparision is fool hardy and stupid at best. The opinions on page flow while touching the right area are bad examples and there are far more professionals out there Khoi Vin, cameron moll etc that its worth seeking out rather than this kind of stuff.

    The point should have been that graphics, flash etc is not a trade off for good page flow or google rankings but poorly designed sites hold this true. The points on page flow are correct but not explained to the correct degree.

    Anyone pointing out how this is such a great article I suggest really checks out 37 signals blog, blue flavour etc and their articles on interface or application design.

    Any professional worth their salt is already designing in a way that surpasses what is mentioned here, the user centered design is what web designers are for, however not one of these professionals would make the kind of comments on 2ad etc that feature here. That in my opinion is what makes this article laughable.

  91. 91

    I loved this article, thank you for it!

  92. 92

    Another dogma-style / i-want-to-be-famous / article, 1999 had plenty of them. Mixing randomly selected scientific facts + personal oppinions and pretending it to become “my oppinions are scientific facts”.

    Thats, unfortunatelly, the path for ignorance.

  93. 93

    Thanks, Brian! It’s a great article…
    This is good for me to counter client’s problems.
    Keep it up! I would love to read more about this type of articles.

  94. 94

    Thanks Brian! Excellent article. This really helps.

  95. 95

    I found this really useful. Thank you for sharing.

  96. 96

    2Advanced pulls their clients from word to mouth and networking – surely not from their website.

    In a presentation to people who maybe are decision makers they can impress people with the website, but once someone asks what this navigation logic is about they are pretty baffled, but guess what because they have a good marketing it never comes to that point.

    Expand Navigation Array
    Secondary Destinations
    Tertiary Destinations
    Auxiliary Destinations

    Annoying navigation floating in and out. 2A is the most ridiculous “serious” company in that business.

    Auto Playing music. Hell yeah. Cue the Seabass song.

  97. 97

    Brain! its really worth it!

    keep writing.. on such topics which really helps designers..


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