Case Study: Client’s design selection process


Our client runs a small business and wants to draw in more customers. An updated Web site will help them to market the business. Our team’s design goals were to develop a fresh look and to bring the site up to current HTML and CSS standards. This included making the new site responsive, so users can access it from a desktop, tablet or smartphone.

The first step was to meet with the Client to understand their needs and business requirements. The second step was to develop a site structure with the key pages and elements. The third step was to prepare designs.

Typography first, color second

We presented our Client with three different Web designs, both desktop and mobile mockups. The Client was neutral during the presentation and did not seem to favor one design over another. Later, when they provided feedback to the project manager, the Client was interested in typography first, colors second, and hardly mentioned other design elements.

Typography can make or break a Web site

It was interesting that many of the changes to get our client site “ready for prime time” involved typography and Gestalt principles. Typography and Gestalt can make a site a success or a disaster. Typefaces

  • must fit the organization’s image to convey the intended message and purpose of the Website
  • must be legible and readable
  • should be limited to two or three
  • should be styled differently to provide emphasis and to separate thoughts.

I subscribed to an Invision course, Designing with Type. The objectives are to teach basic type terms, the mechanics of font pairings, how to use type on a grid, and more. This knowledge will help me to be a better designer of both Web sites and other graphic communications.

Top 100 Web fonts

Typography trends change, and so do Web fonts. For example, hand-lettered brush fonts are very popular now. In case you were wondering, here are the list of the Top 100 Web fonts for September 2016 and the Top 100 Web fonts for October 2016.