In Part I of this series, we introduced the idea of “Intentional Web Design”, or IWD, and explained the importance of its first component, the Design Concept. [If you missed that post, find it here.] Following closely after the Design Concept, the second components of IWD are Distinctive Design Elements. As the title suggests, this piece of the puzzle is what differentiates your site from your competitors. When used in IWD, or “web design on purpose”, this component will compliment your brand identity, just as the design concept does. If you remember our analogy about the cookies from Part I, think of distinctive design elements as the secret ingredient to your recipe. When added to the essentials, these elements are what make your site go from ordinary to extraordinary.
Practically speaking, distinctive design elements can include professional photography, animation or videography, exceptional copy, remarkable visual appeal, and/or the addition of music. How do you want to convey your message? Do any of the elements match your design concept more than the others? Are there any elements that apply more to your industry than others? These are some of the questions that should be answered when intentionally designing your site.
Once you’ve chosen the elements that work for you and your brand, you’ll need to think about the information they need to communicate. Likely, the information needs to be your story: What do you do? Why do you do it? What’s your history? What do you have to offer? What makes you unique? When your unique story is combined with distinctive design elements, a powerful message is the result. And that is something that every well-designed site should include.
Let’s take another look at Bliz*. For this illustration, it will be best for you to visit the site in order to experience the distinctive design elements they have in place. Notice the crisp animation and the unique scroll feature. In the Gallery, you’ll also find a professional video that further explains the benefits of the new lens technology. These remarkable features tell the story behind the Bliz lens and make up the distinctive design elements for the website:
As you can see, distinctive design elements have the ability to transform a standard site into one that is absolutely stunning. Does your brand deserve any less?
Up next in this series is Part III, where we’ll discuss the development of a Strong Call to Action; and finally, in Part IV, we’ll wrap up with Creating Brand Trust. If you missed Part I on the Importance of the Design Concept, find it here.
What to learn more about “Best Practices of Web Design”, check out our next posts:
Web Design Part 1 – Importance of Design Concept
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.