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Craig Greenup 23/10/18, 15:48
The internet is a demanding environment; we are always looking for more – more engagement, more content, more devices, higher conversion rates. Web pages contain more information than ever before, and we’re not just talking about written content. MachMetrics points out that the average web page size has swelled to more than 2MB, which is double the average size just three years ago.
So, what’s causing the bloat?
Pages are stuffed to bursting with code, images, animations, forms and stylistic flourishes, all of which adds bulk to the page and can lead to slow load speeds and high bounce rates. There is no doubt that we are in the middle of a digital obesity crisis – this age of internet excess has sparked something of a revolution in web design with a simple, familiar premise: less is more.
In the highly saturated online market, the best websites tread a fine line between offering excellent user experience, being highly informative, and creating an online space in-keeping with brand identity. Recent years have seen a shift from cluttered, busy designs to a more restrained overall look drawing on minimalist elements, with a higher focus on quality information.
In visual terms, minimalism can create breathing room for your customers and site users. Use of white space paired with splashes of colour and clean lines gives pages a balanced look which is more comfortable to the eye. Minimalism in web design, however, goes beyond aesthetic choices; it’s also about using design to direct a site visitor’s focus through the use of subtle cues.
To achieve this, designers must prioritise the most vital elements over everything else. Unnecessary content, code and design elements must be stripped back, and everything that is ultimately included on the page must have a clear purpose. The overall aim is to simplify user tasks through straightforward UI. It can be a bit of a balancing act; removing page bloat must not affect the usability of the site, and visitors should be able to find everything they need within a few intuitive clicks.
Adopting a minimalist web design style has plenty of tangible benefits. According to Statista, the majority of internet browsing is done using a mobile device, with 52.2% of all web traffic coming from mobile phones specifically. Mobile accessibility has never been more important, and it even shapes how well a website will rank in search engine results. Minimalist web design streamlines your web pages, leading to faster load speeds and increased compatibility across various screen sizes. As such, users will have an optimal experience with your site whether they access using a mobile or desktop device. Consequently, this can lead to reduced bounce rates and higher conversion rates which can be measured and monitored.
If you feel your brand could benefit from a less is more approach, do not hesitate to get in touch with us for a consultation. You can reach us by telephone at +44 (0) 161 818 6861 or drop an email to us directly at [email protected].