This week is one of the peak times for driving into the mountains west of Denver, CO, to view the incredible fall foliage. Unlike areas of the northeast and Midwest, Colorado is not known for its diversity of oranges, reds, and yellows. Instead, our autumn pallet is almost exclusively comprised of the astonishing gold of aspens flowing in wide arcs across rugged mountains. What causes scores of the residents of the Mile High City to flock to the mountains in wide-eyed wonder? Is it the color of the gold leaves themselves? If you removed the aspens from their environment- their context- and placed them in an environment where the sky and surrounding trees were of the same hue, would the results be the same? Absolutely not. In fact, it is silly to even propose such a thing. It is not just the color of the aspens. It is the manner in which they contrast with the vibrant blue sky and the deep green of the multitude of pine trees, which truly set them apart. As in nature, contrast in web design determines the difference between quality and mediocrity.
Contrast is one of the fundamentals of design that allow a designer to communicate significant material to their target audience. Basically, that means, that by showcasing differences we can effectively get our point across. The eye is constantly moving on a web page. If there are no differences on the page, the eye simply wanders. It follows no path. There is no point. Nothing jumps out as more important than any other area. Chaos. However, when a creative web designer utilizes the art of contrast, worlds of meaning come into existence.
“In the language of web design, contrast lends structure that leads the eye through your layout in a specific path.” (andyrudtleg.com)
The header and footer are clearly seen. Customers can easily navigate and conversions are more likely. A hierarchy of information importance is established.
There are many aspects of design that deliver contrasts. Color is one that immediately jumps out. For example, by using the same color of the header and footer, the vital content section becomes the main focus. By changing font color throughout, the reader/customer is able to differentiate between texts, which enhances readability. Some other tools of contrast are size, alignment, texture, position, shape, and orientation. By experimenting with these categories, quality web design can be achieved. But, a word of caution here, subtlety can be just as powerful a design tool as brash color, size, texture, etc. The art of restraint is a sign of an effective designer—who knows when enough is enough, even when that line is a thin one. In fact, subtleness lends detail the eye notices, which lends credence and dimension. (webfunction.com)
Detail in design translates to an appealing web site that allows the eye and attention to converge on the business’s intended goal. Through the art of contrast, a web site can clearly and concisely convey meaning. Thus, life has been simplified for the business and the customer. They will both have more time to enjoy the vistas of brilliant aspens against mountains of pine under the azure blue Colorado sky west of Denver.
Sincerely,
3 Magic Beans