The Elements of a Clean Web Design

The trend towards clean and minimalist web design has gained traction. This article delves into the topic in a two-pa

The trend towards clean and minimalist web design has gained traction. This article delves into the topic in a two-part series. Initially, we will discuss several common characteristics found in clean web designs.Subsequently, I will present various techniques and strategies that can aid in the pursuit of a clean design aesthetic.Let us begin by examining the foundational aspects of clean web design.Robust Web Page Layout StructureWhen examining websites classified as “clean,” a consistent feature is often a meticulously designed grid layout. Designers utilizing a grid typically start with an invisible framework of columns and rows, which dictates the scale and placement of elements within the composition. This grid system fosters a sense of order by enabling designers to establish hierarchy, rhythm, and consistency. A robust grid layout structure brings order and unity to a site. For example, Creative Review employs various layouts for different content types, yet maintains a cohesive browsing experience due to a shared underlying framework. Achieving a clean design aesthetic can be challenging when a site has extensive content, such as an online magazine or newspaper.However, sites like The Guardian demonstrate that it is possible with a well-crafted layout grid. Without a solid structure, the front page would be disorganized. By leveraging their grid and adhering to rules and white space, the robust content feels manageable.Every pixel of margin and rule was meticulously adjusted to achieve a “just right” feel, resulting in an effortless layout. To learn more about designing with a grid, refer to these resources:

A Brief Look at Grid-Based Layouts in Web Design

The 960 Grid System Made Easy

Effective TypographyGood typography often involves doing more with less, and in achieving a “squeaky clean” design aesthetic, restraint is crucial. Overuse of typefaces can lead to a disjointed and disorganized appearance. Well-designed sites typically rely on one or two typefaces, utilizing size, case, color, and weight to establish a clear typographic hierarchy.This approach fosters consistency and refinement, as seen on sites such as The New York Times and The Mavenist. In both examples, there are no more than two typefaces, yet designers have established clear hierarchies by utilizing these typefaces effectively. Good typography is best showcased in the details.Leading, the spaces between lines of text, can enhance readability and visual appeal. When there is sufficient space, readers can easily transition from the end of one line to the beginning of the next. In web design, leading can be adjusted through the CSS property.The optimal ratio of type size to leading often depends on the typeface, color, and width of the text block. Additionally, letter-spacing, the space between letters, can allow letterforms to breathe. To learn more about web typography, refer to these resources:

A Basic Look at Typography in Web Design

CSS Typography: The Basics

CSS Typography: Techniques and Best Practices

CSS Typography: Examples and Tools

Selective Color PaletteIn print design, color is often limited by necessity. A budget may only allow for a two-color poster, compelling the designer to work within those constraints. However, this is not the case with websites, as most modern computer monitors can display millions of colors.Despite this, cleanly-designed sites tend to employ limited color palettes. These sites often use core grays and one color, designated for the most important elements (like links and headers). This technique enhances usability and visually unites elements throughout the site.A1 exemplifies this approach with a bluish green and gray color palette. Meanwhile, Fuzzco takes it a step further with a single-color palette: red. Clean designs that successfully move beyond one- or two-color palettes often do so by using color sparingly and incorporating neutral colors to break things up.Solo is a prime example of this. As with the connection between typeface and message, the selection of colors is not solely about aesthetics. Stronger designs incorporate palettes that set a visual tone that resonates with the site’s content.For example, bright, complementary colors make sense for Notologist due to the nature of the site. Coherent ImageryDiscrepancies in imagery style from page to page can be distracting. Ensuring visually prominent elements are stylistically harmonious is a powerful trick for creating a site with a clean appearance.For example, IBM’s Smarter Planet campaign addressed numerous topics, with illustrations and charts sharing geometrical frameworks, bold strokes, and saturated colors, helping to tie the campaign’s materials and topics together. On Protein, even though the photography for profiles comes from different shoots, there is a careful similarity across the images in terms of composition, depth of field, and quality of light. Consistency across these prominent elements helps viewers focus on the site as a whole.There are instances where it is not practical to produce all imagery in the same style, such as news sites and blogs. In these cases, the use of graphic elements around the imagery, such as borders, can help make inconsistent imagery feel more uniform.Following are a few tips for producing clean web designs.Start Complex, Then SimplifyPart of the design process involves adding elements to the page.In my experience, a common pitfall designers encounter when aiming for a “simple” design is becoming overly cautious about adding anything to the page. This often results in bland designs due to a lack of exploration and the absence of “happy design accidents.” To avoid this, I find it helpful to “start complex, then simplify.” In the early stages of design, do not limit what you place on the page.Explore different content layers and design elements. Once the design feels close to completion, begin to simplify by asking, “What doesn’t really need to be here?” If removing a design element seems to compromise the page, keep it. Otherwise, discard it. Identifying the elements doing the heavy lifting in our layouts allows us to apply reductionism to design. (Read more about this subject: Reductionism in Web Design.) It may even be beneficial to seek an outside perspective on what should remain and what should be discarded.Remove any element that lacks a solid justification beyond “it’s cool” or “they do it on this other site.” Ultimately, you will be left with the ingredients for a strong design. Once you reach this point, fine-tuning should result in a cohesive, uncluttered design.Iterative TweakingsI have been told that I tend to “beat my page designs into submission.” Frankly, I take that as a compliment.For me, a design is never truly “finished” and can always be refined further. Just ask any designer or student who has had the misfortune of working with me. I’m guessing it’s not all that fun when I ask them to try another shade of green for the twelfth time.As previously discussed, the “clean” feel is the result of all design aspects—composition, hierarchy, palette, and typography—working together harmoniously. To achieve this, I spend a significant amount of time tweaking: adding a point here, removing 2px of margin there, trying ” instead of ” for dotted rules, etc. While these adjustments may seem minor, they can make a significant difference in achieving a cohesive composition.So, tweak and tweak some more. One tweak will lead to another, and sometimes, you may find yourself revisiting earlier design choices. Making a design look clean and cohesive is a process that requires time, persistence, and often, a lot of coffee.However, if you stick with it, all the details will eventually fall into place, and the design will become cohesive.Maintain a Macro PerspectiveIn my previous life as a “mostly print designer,” printing and pinning up layouts was a daily ritual. Our firm’s walls were filled with everything from annual reports to logo explorations. However, when I transitioned to web design, I stopped printing.It seemed like I had decided that since the project would never be printed, it didn’t need to be seen on paper. After a period of blank walls and frustration with my projects, I realized that I was missing the opportunity to evaluate the system as a whole, shore up throughlines, and find opportunities to simplify. Viewing layouts side by side in Illustrator or Photoshop doesn’t offer the same perspective as seeing all the comps together.So, my suggestion is to print, pin, and repeat. This will help you identify inconsistencies and find opportunities to synchronize your layouts, resulting in a cleaner design. (Sorry, trees.)Whether you are well-versed in creating “clean” design or looking to adopt this approach, respecting imagination and paying attention to detail will go a long way. As previously mentioned, an organic and intentional process— not standards and rulebooks—will be most helpful.Of course, each designer has moments of magic throughout their individual process. If you have any tips and tricks for enhancing your layouts or examples of “clean” design you love, please feel free to share them below to continue the discussion.