In order to deliver a marketing tool that strengthens the Le Moyne brand and promotes its academic, research and service initiatives, as well as its commitment to education in the Jesuit tradition, a small but important list of principles is guiding the Web redesign effort.
Based on best practices and guided by research, the new design strives to:
Reinforce the College brand: The Web design presents a strong sense of identity that goes beyond the singularities of the logo and the green and gold color palette. Regardless of the page of entry, there should be no mistake that a website visitor has landed at Le Moyne College.
Deliver a user-centered design: Provide meaningful navigation for users with no knowledge of the College or its organizational structure.
Balance engaging content with ease of maintenance: The design must strike a balance of elegance, engaging interaction and ease of maintenance by content managers ranging from novice to expert.
Be viewable on screens of any size: Responsive design is an emerging practice that allows a website to rearrange and resize itself depending on the size of the screen on which it is being viewed, ensuring that whether the user is on a desktop computer, a tablet or phone, the site will be useful and usable.
Because the goal is a self-service tool that each unit can use to publish its own web content, one additional principle should guide each person creating and managing content:
Be clear. Be consistent. Be concise. Demonstrate that less is more. Strive for less quantity and more quality. Rather than putting the burden on your audience to find the information they are seeking, help them out by parsing the volume of information you have into the essentials and then lead them to more detailed information if they desire it. Site visitors don’t mind clicking if they feel they are getting closer to the information they want. Keep sentences short. If you need to include a list that is long, use bullet points.
Use lots of headlines. Ideally, any site page should read much like an article, with a headline and then a paragraph or two. Those headlines act as important signposts for the reader to decide whether or not he or she wants to read those paragraphs, so the headline should always describe the subject matter of the paragraphs which follow it.
Use hyperlinks. Encourage readers to interact with the Le Moyne website.
Avoid overuse of literary devices. This is just good advice for any writing, online or offline. Overuse of metaphors, similes, or any other literary device will distract from the point. Literary devices are meant to help writers get a point across in a certain way, and should be used sparingly.