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84 The Principles of

84 The Principles of Beautiful Web Design Figure 2.42. The color scheme presented The overall color scheme was analogous, except for the dark brown, which was important for balancing out the brighter blue. Carrie loved the color scheme, because it was organic, rich, and smooth. The cool colors gave a sense of relief and calm, which is what most of her clients are looking for. The colors weren't masculine or feminine, but would appeal to both, and would work well with the types of products she promoted. It was essential that the site look highly professional and trustworthy, while still being inviting. The signature blue/green needed to be closely converted to RGB for the website. It was to be carried out across the site in strategic locations, such as the navigation menu and the call-to-action section. Colors that worked well with green, but didn't compete with it were to be used to create a sense of hierarchy within the content. With the color choices made, it's time to consider adding depth to the site. Even though flat design is a currently in vogue, there are other options to consider. The right texture can add a lot to a design, but it has to fit with the concept and overall direction of the site. This is what we'll discuss in the next chapter.

3 Chapter Texture There are many well-intentioned designers out there who build a standard two or three-column website layout, pick a few colors for it, and call it a day. They don’t bother pushing their design any further, or tweaking any details. Perhaps there’s no time or money in the project budget to go the extra distance, or maybe they’ve taken the “less is more” axiom a little too literally. Not every website has to be beautiful, but every website can be. CSS has given web designers a great amount of control over how a site looks, but I think the real problem is that many people are just unsure where to start when it comes to customization. This chapter is all about that process: taking your design a step further with the help of texture. Texture is anything that gives a distinctive appearance or feel to the surface of a design or object. When you put your hands on a brick wall, a wooden beam, or a wet bar of soap, what do you feel? Can you make a website “feel” like one of these surfaces? Thankfully, it’s impossible for a website to give visitors splinters, but you can make it relate to and evoke memories of real materials. First, you need a way to describe the surface. You might start off by talking about relative roughness or smoothness, but there are other factors that give a surface its unique characteristics. Does the texture incorporate repeated patterns? Does it have a unique shape? What are the lines like that make up the shape? Does the shape have volume? These questions might seem random, but they arise directly from the elements of graphic design: point, line, shape, volume and depth, and pattern. Understanding these components will help you not only to explain texture, but to create it as well.

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