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We must start this exercise by asking, what is Graphic Design? Graphic design is a creative process that combines art and technology to communicate ideas. From logos business cards to stationery to album covers to posters to web sites. Graphic design plays a major part in creating an associated identity to the object or idea that is being communicated.

When it comes to web sites, Graphic Design plays a major part in communication. The seller of the product or service has invested their hard-earned money and they are looking for a return on their investment. To be a successful business you have to earn some cash. It is therefore essential that the ‘seller’ guides the user of the web site down a path which, eventually, will lead to an end result so that the web site can be deemed a success. The ‘result’ part of the equation could be a sale, an enquiry, a sign-up.

A lot of web sites look very pretty, but are they really ‘guiding’ you towards a sale or to take some form of action in the easiest, most efficient way?

I have compiled a list of 10 web site designs that I think do an effective job of reaching the end result – or, at least, move me in the right direction to the end result. I know they work, because I have made a purchase, signed-up or ‘have done as I’m told’.

Apple

Campaign Monitor

Expression Engine

Firefox

Five Simple Steps – Mark Boulton Design

Mint

Mobile Web Design – Cameron Moll

Basecamp – 37 Signals

Xero

… and finally, Google

Summary

All of the web sites mentioned above give me some form of direction through the use of effective Graphic Design. Most of the sites, with the exception of Apple, make me aware of what is going to happen if I do click on where they want me to go. Colour plays a distinctive role in the design of ‘Call to action’ buttons and are, mostly, brightly coloured to form some kind of contrast to the surrounding space.