Lubina (bio)

Some business owners frown and say that the site's style is purely cosmetic and not worth the investment. However, visitors typically make up their minds about whether the site is worth their time in a matter of seconds. Dated style can instantly signal that the site is staler than week old French fries. Why even bother to read the text? The visitor clicks away. The investment in on-line and off-line promotions to get this visitor to the site has just been wasted.

Ironically, following trends too closely is the fastest way to make your site feel dated. Remember the blinking titles? Or the scrolling ticker boxes? Or the poorly rendered gaudy 3D headings? Those felt tired almost as soon as they appeared. Why? Because they were just trends plastered on the site to make it look "cool." Trends like these rarely make sense in the context of business requirements. They make even less sense in the context of good taste.

Unlike trends, style can stand the test of time. A site with great style doesn't have to be redesigned every few months to feel current. I find magazines a great inspiration -- a magazine has to look fresh and bold to capture the attention, yet it has to retain the brand recognition and continuity. Browsing old magazine covers and comparing them with their contemporary versions offers an insight into how a magazine's style morphs to stay current, yet be true to itself.

Paying close attention to the business requirements and target audience, combined with following the basics of good design, and spiced with personal style will guide you to a successful re-design.