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This week marked the launch of a new website for my association. We’ve been working with developers since last November to craft a new look and feel for the site and develop a streamlined structure that would not only put a fresh face on the organization, but also make information accessible enough to cut back on the volume of calls and emails we receive. After being live for only a few days, the new design has received positive feedback. I get the sense that even the most tech-shy of our members will be giving the site another look.

The transition from our old website (and my anticipation of how members will relate to the new one) got me thinking about the major role that design plays in our use of the internet. Each time we visit a site we make initial judgments about its content based on its graphic interface. Contemporary graphics, colors, and fonts, along with up-to-date navigation and menu conventions engender an immediate and basic level of trust that we’ll find what we’re looking for. Clashing colors and poor organization on a site’s homepage quickly make us doubt we’ll read anything of value within its pages.

As manager of our website’s words I’m all about communicating value to members and other constituents. I realize that the articles, issue summaries, and event descriptions I’ve worked hard to gather and post will be viewed differently now that our site looks fresh and new. The real test will come several months down the road when a little of the shine has worn off and members expect our site’s content to live up to its pretty face. It’ll be my challenge to ensure they find the value they’re seeking.