Most web sites are designed around functional content rather than story: find our address, learn about our environmental policies, see how we value compliance, here is a list of all the products we sell. But is that what should get all the attention? Maybe a first-time visitor of a company web site is more interested in the story behind the company? That story should be eye catching. The functional information should be accessible, but does not have to jump at you when you enter.

Similar to PowerPoint templates, web site templates waste too much space on screen clutter. Multiple menu structures, lots of links, buttons. It is all too busy and confusing. The language on corporate web sites is full of clich├ęs. The text sort of all say the same thing. Images are often the cheesy stock photos that good presentation designers try to avoid.

Corporates probably copy each other. They brief a design agency with "I want something like that". As a result, the same concept gets repeated and repeated. Web design is probably mostly lead by technology developers, not story tellers. The structure, the layering, the architecture come first.

Maybe corporate web design is also ready for a revolution, and maybe story designers can play a big role in it?

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