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Hello. This isKototsuki Design.
When you think, “I want to create a great website,” what kind of site comes to mind first?
Beautiful photos filling the screen, with text appearing smoothly and stylishly. That is certainly a “beautiful website.”
However, from a production perspective, I have to say that the equation “beautiful design = good website” is actually a rather dangerous misconception.
In fact, there are countless websites out there that look beautiful and well-organized but fail to deliver any results—they don’t generate inquiries, and no one reads them.
In this post, I’ll discuss the “true criteria for evaluating design” in a website, incorporating our unique perspective here atKototsuki Design—one that goes beyond mere visual appeal.
Design Is Not an “End in Itself” but “a Means to an End”
Design is not art.
If art is “something to be shown” for the sake of self-expression, design is a means “to convey information and emotion.”
It is an approach designed to prompt users to take action—such as making a purchase, submitting an inquiry, or raising awareness—and design is created only when there is a specific goal to achieve.
In other words, the essence of design is not decoration, but rather a plan for achieving a specific goal.
The Common Misconception That “Pretty = Good Design”
In the world of web design, I feel there is a somewhat prevalent misconception like the one described below. Simply making something look nice does not lead to business results.
Common Misconception (Focus on Appearance) | Why Is This Dangerous? (The Reality of the Production Process) |
“If you incorporate trends, you’re doing it right” | Even unconventional layouts or trendy designs become nothing more than noise if they don’t fit within your company’s “brand context.” |
Elaborate UI (Motion and Usability) | Excessive animation and complex interactions often get in the way of users who are actively searching for information. |
Simple or Cluttered? | If it’s too simple, it won’t convey the site’s appeal; conversely, if it’s too cluttered, users will get lost. It’s important to present the “right amount of information” based on the site’s purpose. |
To avoid any misunderstanding, let me clarify: having beautiful photos is, in and of itself, generally a wonderful thing. However, it’s dangerous to judge a website solely on the basis that “it’s a good site because the photos are beautiful.”
So, what is essential design? Let’s explore it from three perspectives.
Essence 1: “Design as Information Architecture”
The first step in design isn’t deciding on colors or layout—it begins with “organizing the priority of information.” Users aren’t visiting to admire the design; they come with a specific “purpose,” such as solving a problem.
The Perspective of Information Architecture | Specific Checkpoints in Design |
Organizing Priorities | While maintaining the core of your company’s philosophy and concept, is the information arranged in the order of what the user “wants to know”? |
User-First | Does the design directly address the visitor’s purpose (such as solving a problem or gathering information)? |
Rather than simply listing information, carefully arrange the content to highlight the areas where “our identity” and “what users are seeking” overlap. This is what constitutes design as professional information architecture.
Essence #2: “Information Curation (What Is the Appropriate Amount of Information?)”
“Stripping information down” isn’t the only right approach. That said, “cramming in information” isn’t necessarily better either.
It’s not enough for something to simply be “simple,” nor is it good if it’s cluttered. What’s important is determining the appropriate amount of information—specifically, “how much is necessary” to achieve the intended purpose.
For example, there are designs that convey emotion using “white space” and “fonts,” as I mentioned earlier, while others—like supermarket flyers—intentionally arrange information to convey a sense of vibrancy.
In either case, rather than blindly adding or removing elements, the key is to “carefully select and include the appropriate amount of information” based on the criterion of “what is optimal right now” for the given purpose. This is where a designer’s skill truly shines.
Quality #3: Consistency of Intent
What do you ultimately want users to do on that website?
The “intent”—where you want to guide users—must be consistent throughout the site while maintaining your company’s unique identity. This is the essential condition for a design that works.
The Decisive Difference Between Bad Design and Good Design
Let’s now compare the decisive differences between the two—specifically, what makes one good and the other bad.
Points of Comparison | “Bad Design” That Fails to Deliver Results | “Good Design” That Achieves Its Goals |
Rules and Consistency | UI and design rules are inconsistent | Users don’t get confused about where to look next |
Eye Movement | The flow of the user’s gaze is disjointed and tiring | Information flows naturally into your mind |
Contrast and emphasis | All elements are presented with the same intensity | Reading is stress-free |
Final state | Ultimately, it’s unclear “what the site is trying to convey” | You find yourself understanding it without even realizing it |
Truly good design is “unobtrusive design”—design that doesn’t draw attention to itself.
A good website is one with a design that “doesn’t get in the way and conveys its unique character.”
A good website isn’t just about having a pretty design.
The fundamental premise is that it must be “a user-friendly design that doesn’t hinder the user’s understanding.”
But that’s not all. Our vision of the ideal website is one that “accurately delivers the information users want and conveys the company’s image (its unique character) through design.”
Ultimately, the evaluation comes down to whether that design “reflects a consistent vision.”
Summary | Design Is Not About “Finding the Right Answer” but “Optimizing for the Goal”
Design has a deeper dimension that cannot be measured by mere visual appeal.
It is not about “searching for a single correct answer,” but rather “optimizing for your specific business objectives.” There’s no need to overcomplicate things—the top priority is conveying the strengths and appeal of your business.
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