Thought & Insight

Digital design: dos and don'ts

03.2023 | By Jennifer Allen

In this day and age, having a digital presence is essential for any business wanting to succeed in this increasingly competitive landscape. This means the focus is on creating a website that communicates a business’s brand, vision, mission and values while encouraging the visitor to purchase your products or services online. However, some businesses make the mistake of not investing the necessary time, money and thought into making their digital design a real success.

If your business is looking at growing and building your online presence, here are some of the basic dos and don’ts of digital design to help get you started.

Overall user experience

Do: Focus on user experience. Your website should be centred around your target audience. This means every element of your digital design should be created for the benefit of the user.

A top tip from us is to ensure your website is accessible to all. People who have visual or auditory impairments, for example, might struggle to use a web page that has been designed without them in mind.

Don’t: Overcomplicate your design. This means staying clear of too many design elements or over-cluttering your digital design with too much information. Remember, if your website is difficult to navigate around, this can prove incredibly frustrating and ultimately, will drive away potential customers.


Do: Use simple and clear typography. Typography is an extremely important part of your overall design, and it can be tricky to get right. If you’re struggling, then follow these simple rules: make sure the typography you’ve chosen is readable, fits the design and reflects your business’s personality. Remember, the typography you choose should help to enhance the overall design, not put visitors off staying on your website.

Don’t: Use any more than three fonts on your website. Too many fonts on a website can make the overall digital design look messy. A top industry tip is to choose fonts that vary in weight and style, so you can use them as part of your brand strategy throughout.

Colour scheme

Do: When used correctly, your colour scheme can prove to be extremely effective. Choose colours that are appropriate for your brand and audience, and stick with the same palette throughout every customer touchpoint. Use a contrasting or bold colour for any information you want to stand out.

Don’t: Use any more than five colours throughout your design. Too many colours can lead to your digital design looking messy, confusing and disjointed.


Do: Use high-quality images - of the right size and orientation - that are both visually appealing and relevant to the content. Better still, try to use original images and photographs as much as possible.

Don’t: Use copyrighted images. If you’re struggling to get your hands on original imagery, then there are plenty of free stock images available online that you can use if necessary. Note, using images that belong to somebody else - without permission - could seriously cost your business.


Do: Make sure your digital design is mobile-friendly. More and more people are using smartphones and tablets to access the internet, which means it’s now essential to ensure your digital design looks equally as fantastic, whatever device it is viewed on. Google now indexes ‘mobile-first’, which means that the mobile version of your site carries a lot more weight.

Don’t: Neglect the importance of testing. Test your design across all devices to make sure it's working efficiently. This way, you can fix any issues as soon as possible - and before they cause any harm to your business.

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