 |
||||
 |
 |
 |
 |
 |
The Importance of Navigation: Projecting a Positive Image
by Mackenzie Fogelson, M.A.
Printable Version
The navigational structure of your Website is a direct reflection
of your company’s
image. If your visitors cannot find what they need, what conclusions are
they making about your company?
Well-designed navigation helps visitors avoid unnecessary frustration and confusion,
fosters feelings of trust and safety, establishes company credibility, and encourages
return visits. These benefits not only provide a pleasant experience when
visiting your Website, but also translate to a positive, and lasting, impression
of your company.
Using Navigation to Project a Positive Image
Keep the following principles in mind when designing or revising the navigational
structure of your Website.
- Role Play
The navigational structure of your Website should be designed with every possible audience in mind. It is easy to define the audiences that are most familiar with your industry, but don’t forget about the novice audience. Put yourself in their shoes. How can you assist them in navigating through your Website? What choices do you think they will make? Make it easy for them to find what they might need.
- Designate a Navigational Space
Designate a specific space in the design to place your major and minor navigation and leave it there. The navigational choices offered should always be presented in this same space; this space should not disappear, move to the other side of the page, or be used for other purposes. This will help your visitors quickly become accustomed to the navigation, and make it easier for them to find their way through your site.
- Use Predicable Names for Links
Assist your visitors in completing tasks quickly and efficiently. Use universal terms to name your links so that your visitors can predict where the links are taking them. This leaves the guesswork out of your site’s navigation. Also, remember that many times your visitors will not enter your Website from the home page. If your navigational choices are labeled properly then visitors can enter your Website through any page and quickly find what they need.
- Save-a-Click
Imagine that you are a member of your target audience. When completing a common task, how many clicks does it take? Reduce the amount of clicks required to complete common tasks on your Website. If you can help your visitors save-a-click, they can perform tasks faster. In addition, when they return to your Website, they have a very simple click path memorized so that they can quickly execute their desired task.
Effective navigation not only enhances the usability and functionality
of your Website, but leaves your target audience with a positive
impression of your company. Certainly the design of your Website
is important, but without a strong navigational structure, a good
design can look very bad, very quickly. Use your navigation
to project a professional and credible company image.
More on the Importance of Navigation
Learn more about the importance of navigation and how you
can encourage your visitors to return to your Website. Read Navigation
101: Getting Your Visitors to Return.