Designs that Sell (Part 1): "Proximity"
Website design and proximity, what does this mean to a web designer? As I mentioned in the introduction, great design in any medium starts with P.A.R.C. which stands for Proximity, Alignment, Repetition and Contrast.  In part one of this series we’ll discuss Proximity.

As you might have guessed already, proximity has to do with how close items on the page are together. But the space that exists between objects on a website design is just one aspect of proximity. Proximity also has to do with grouping similar or like-minded objects together so that there is a cohesive message in whatever region on the website that the items or information exist.

In the example below, notice how the contact information is in one location (A), the navigation is in one location (B) and the content for the web page is in one area (C). Believe is or not there are website designs where the links and navigation are placed randomly across the website page, some contact information appears at the top of the page, and the rest appears elsewhere.

The first rule in my process of website design is to group like-minded pieces of the design in similar areas. A web designer can certainly stray from this rule if need be, but once you know why you are doing what you are doing, you have power and control over it. It may very well be a great design idea to sprinkle the navigation in various places across the website design, but having a reason for it means you have power and control over your project, which ultimately will result in better quality website design.

Let’s look at another example. In the webpage below, notice how the links to other pages are all in once place, neatly aligned (we’ll cover the concept of website design alignment in the next article), making it easy for a website visitor to find the places they want to go. Similarly, for purely aesthetic reasons, the pictures of the gift baskets are all in one area, in close proximity to one another.

It is the Proximity of these items that helps makes the website design work. As you go through your day, take a look at magazine ads, billboards,and other forms of advertising and notice how the designer used proximity to tighten the design into a clear message that makes sense to the viewer.  In the next article we’ll focus on the concept of Alignment, and the role it plays in effective website design.

FX Studios is a website design firm in Tucson, Arizona. The company produces effective, affordable web design for clients in Tucson, Phoenix, and Casa Grande Arizona. We also offer website design in San Diego California, and Las Vegas, Nevada. If your company or organization has questions on website design or other media integration feel free to call us at 1.877.388.3281.

Donte Ormsby is a web designer based Tucson, Arizona. He is a graduate from the University of Arizona, and specializes in creating websites that act as a sales tool for his clients.