Professional web design is more than filling in the blanks on a cookie-cutter template. While we all love a good cookie, the very best ones are always those that are made from scratch, agree? Of course it does take time to get the flour out, add the eggs, and measure the vanilla…But man, have you ever regretted taking the time to do it yourself when you pull your very favorite cookies out from the oven? For the sake of this argument, we’ll go ahead and guess not!

The same is true for web design. If you want the very best site for your brand, it is best built from scratch. And just as cookies have a few staple ingredients no matter the variety, there are also four staples that are included in every design, no matter the client. These staples make up an idea that we like to call “Intentional Web Design”, or web design with a purpose, and we’d like to share our thoughts on them in a four part series, starting with the design concept…


“Intentional Web Design” – The Importance of Design Concept

The goal behind “Intentional Web Design” is to make a site that is ‘custom-fitted’ to the needs of the client. As such, the design concept should be tailored to address the objectives of the client and to represent the brand. It includes everything from the layout to the text; the imagery to the colors; the style to the features, a relative call-to-action, and much more. Like the ingredients in a batch of cookies, each of these elements works together to create the design concept, which is the foundation from which the entire site will be built upon.

The design concept starts with an idea, or mental picture of the brand. A while back, we discussed the three key elements of branding: look, message, and actions (if you missed that post, find it here). These ideas will shape your design concept. Obviously, a website will look a certain way and send a certain message. A solid design concept will stem from these existing ideas and will lead to the creation of a site that is consistent with your brand. And since every brand is different from the next (even if only slightly), the design concept for every site should be different. This is where the cookie-cutter template fails.

For example, let’s consider the design for Bliz Active Eye Wear*. The site quickly conveys information about the company and the product in a manner that is appealing and emotional to the viewer. Notice how the elements of the design concept compliment one another to communicate a message of quality and functionality with an immediate “call to action”:

Bliz Concept


A winning design concept will include both a look and message that is in agreement with that of your brand, as well as all of the features necessary to accomplish your business goals (ie: provide information; sell products and or services; etc.) Nothing more, nothing less. And with a winning design concept, you’re right on your way to a perfect cookie.


Stay tuned for more on “Intentional Web Design”: for Part II we’ll look at Distinctive Design Elements; in Part III we’ll discuss the development of a Strong Call to Action; and finally, in Part IV, we’ll wrap up with Creating Brand Trust. In the meantime, feel free to connect with us on LinkedIn, Facebook, or Google +.

What to learn more about “Best Practices of Web Design”, check out our next posts:
Web Design Part 2 – Distinctive Design Elements
Web Design Part 3 – Strong Call To Action
Web Design Part 4 – Creating Brand Trust

*Please note that we are in no way affiliated with Bliz Eyewear, nor are we endorsing their products or company. The Bliz website simply exhibits quality design, and we are using them as an example for informational purposes only.