Achieving individual intent through kindred web design

Lately I’ve been surfing web sites of some non-profit, mission-driven organizations, while also checking out some blockbuster Hollywood movies, and I’ve come to a sobering realization. With your typical action-packed, star-studded mainstream movie, there is a whole team of people working with a sizable chunk of change to market and merchandize and create a buzz. Some of it is impressive, using the latest technology and the most stylish design, and, just like any other business endeavor, you get what you pay for.

“Why can’t mission-driven organizations with a cause to promote give this kind of attention to their web sites?” I wondered, coming across site after site of labyrinthical navigation and poor design choices. Then I discovered that I was viewing the small and local selection of non-profits. Heading over to the big fish in the pond — Amnesty International, Greenpeace, and Idealist.org — it became clear that not all of the cause-based web sites were created in the image of the illustrious mid-90s movement of web design (rock-inspired background patterns, serif fonts, and tables with raised borders). Having a well laid-out and scrupulously designed website can do wonders for the appeal of your cause, whether your cause is to make money or to give it away.

What I love about doing web design is that it is by nature interdisciplinary — as a designer, you could be creating the online presence of a multi-national corporation bent on mining, deforestation and toxic chemical use, or you might be working on the small web site of your favorite local hair salon, and it’s possible you may be doing a blog template for a music band trying to make it big. And those are just a few of the instances where web designers are shaping information and communicating through widely (although not entirely) accessible media. The major tools and strategies for creating a cause-based web site for a mission-driven organization are almost the same as the techniques you would use for a restaurant, a local business, or a national bank. Sure, there are different depths and types of web site coding used for each application, but the way you want it to look and feel (in 2006, anyway) is very similar.

You can see the impact of investment in a web site and how good web design looks similar despite the goal of an organization, by taking a look at one of the nation’s largest banks and comparing it to one of the world’s largest foundations. The Bank of America holds 1.3 billion dollars in assets, while the Bill & Melinda Gates Foundation has an endowment of about 29.9 billion dollars, and both have been able to throw down the cash on creating good web sites. Each site’s home page design is clean, hugs the left side of the browser, and doesn’t require scrolling to see the main navigational options and site features. Backpages allow the user to read more about desired content elements and special items hold attention by the use of either copy images or animated flash elements. Bounding lines give depth to the two-dimensional space and divide types of information that is color-coded by linkage and headers. The color palettes are different, but I think there is a good reason for that. For the Gates Foundation, the tones are earthy and warm, indicating the goals of the organization: creating a positive change when it comes to global health, national education, digital literacy through libraries, and giving some back to their local area, the Pacific Northwest. For the Bank of America, a contemporary “American” palette is used — shades of blue and a fire engine red with plenty of “white space” inspire trust while still seeming professional enough for a major financial institution.

These are both web sites that get their point across effectively. And isn’t that the goal when you’re looking to go online with your business, no matter if you’re the underdog in the field or a well-known name? The Bank of America and the Gates Foundation web sites show that while the subject of a web site can be dissimilar, the design has the potential to spark interest, raise awareness about available services, and shape information in a way that users can easily understand. So when you’re making design decisions for your web site, keep in mind that a vigilant investment can make a persistent impression — just like the latest and greatest movie trailer.