Design versus content

The old debate of form versus function (known in modernism as form follows function) is given a new meaning on the web. Here we have the debate about design versus content. My thoughts around this matter relate to whether one or either or both (or neither) of these factors contribute to a user’s perception of a website, and his or her propensity to return (think returning visitors).

To answer this question we should first consider why a user has arrived at your site. The path she usually follows is that she has a need for information (entertainment is also a form of information), types in this need in a search engine (a rather dull name for something that supposedly satisfies needs), and finds your site. Alternatively, if your site’s a brand, she’s heard about your site somehow and either directly types in its URL or again searches for you (you’ll be surprised at how many people search for Google on Yahoo and vice versa).

Debra (that’s her name btw), then either quickly finds the information she needs on your site, or quickly doesn’t find it and returns to the search engine. If she’s spent more than 1 week surfing the Internet she’s already trained her brain to make a thousand split-second decisions on whether your site (in comparison to the many sites she’s already viewed) will satisfy her need. If your site does solve a need it may indeed create new needs (which is good for you), and she’s likely to return. If not, you’ve lost her forever (unless she somehow stumbles upon your site again – and I use the word ’stumbling’ carefully).

Now comes the critical question: does it matter how well your site is ‘designed’ or for that matter how many ‘features’ and how much ‘functionality’ it has. Qualitative research has shown me that it doesn’t. Of course design comes into the equation: the information has to be presented in a certain way, for instance it can’t be upside-down or in wingdings font, and has to follow a certain structure, but that’s not the design I’m talking about.

What matters to Debra (and I suppose Bob and Jeremiah too) is the content. As long as the content is of good quality and is current, she will regard the site as a good one and maybe even come back. Everything else, and I’m talking about the pretty pictures, widgets, instant messaging plugins, Flash animations and such matter only to techies, web experts, and loonies. They do not matter to Debra.

Keep this in mind when developing your site. The focus is on the content (remember sometimes images, videos, etc are content in themselves) not on the design or functionality of the site. The design of the site should be about keeping the focus on the content.