• Opinion-lead

    The Daily Mail site is the most visited news website in the world

Opinion

Opinion: Can we really all learn web design lessons from The Daily Mail?

Posted by Rob Alderson,

As The Daily Mail website scoops a design effectiveness award, editor Rob Alderson looks at its strengths and asks whether its controversial style means it doesn’t get the design credit it deserves. As always, you can join the debate below…

Hello. My name’s Rob, and I’m a Mail Online-aholic. When it started it was just a cheeky glimpse now and then. But it’s started to take over my life – two or three times a day I feel the need just to check in, terrified I might miss some manufactured moral outrage about Rhianna’s latest outfit or a Twitter-bait column headlined something ridiculous like “Who SAYS I can’t marry my horse?”

I’m exaggerating of course, but only just. For millions of people around the world – 91.6 million a month apparently – The Daily Mail’s website is a part of their online routine, albeit for many a guilty secret. It was interesting then to see the reaction last week when the site scooped the top prize at the DBA Design Effectiveness Awards, which “recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.”

The facts seem pretty straight forward. It’s the most visited news website in the world and Brand 42’s redesign is credited with playing a big part in the site’s jump in advertising revenue, from £4.5 million in 2008 to £25 million in 2012 (an increase of 455%). Now nobody is going to argue that Mail Online represents the cutting edge of web design brilliance either in terms of functionality or aesthetics. But in terms of doing what it needs to do?

The right hand column – known as the tramlines of traction/sidebar of shame – separates off The Mail’s celebrity content into a handy ghetto which makes the divide between its online and print products manifest. This allows those who find the aggressive conservatism of the paper unpleasant to focus only on the tittle-tattle. Then look at the use of photos across the homepage, crops and close-ups on a tiny scale that help draw in the readers alongside the captions and write-offs in which no word is wasted.

The huge long homepage might not be for everyone either and there’s certainly none of the clean white space so prevalent in the trendy web design sector. But remember this award is all about “design effectiveness” – not design for its own sake. For the left-leaning creative community, it may be difficult to appreciate effective design in this kind of context, but there may be lessons we can all learn.

comments powered by Disqus
Ra

Posted by Rob Alderson

Editor-in-Chief Rob oversees editorial across all three It’s Nice That platforms; online, print and events. He has a background in newspaper journalism and a particular interest in art, advertising and photography. He is the main host of the Studio Audience podcast.

Most Recent: Opinion View Archive

  1. Marcel-ingloriousfruits-itsnicethat-list

    After the Design Museum names its six category winners for the 2015 Designs of the Year, Rob Alderson argues that the victor in the graphics section is a very worthy winner. You can add your thoughts using the comment thread below.

  2. List

    Ben Tallon’s new book explores the difficult transition to going freelance which many in the creative world make, and by which many more are tempted. To mark the publication of Champagne and Wax Crayons Ben has written a piece about how he found taking that giant leap. You can add your thoughts below…

  3. Grayson-perrys-dream-hous-007-list

    A few years ago, you wouldn’t have expected Channel Four to show a documentary about a cross-dressing artist making a house in Essex on a Sunday evening. But that’s the magic of Grayson Perry: there’s no such thing as low and high culture, no such thing as people not being “into” art, no such thing as stereotypes.

  4. List_sarah_lucas_i_scream_daddio_its_nice_that_

    One of my favourite exhibitions of the last few years was Sarah Lucas’ Whitechapel show, described by The Guardian as “Breasts, bums, blokes and their bits.” Naturally, I was thrilled when Sarah was announced as the artist creating the British Pavilion at this year’s Venice Biennale. Like the work of Jeremy Deller, the artist chosen in 2013, Sarah’s art can be messy and funny and fearless. It’s hard to make sense of, and big issues are frequently masked with a wry humour. Britain could be said to be the same; for all our perceived stuffiness, as a nation there’s a gloriously dishevelled side – a bold sense of “why the fuck not,” experimentation and our famed eccentricity which has made such a small place such a big deal when it comes to creativity.

  5. Oliviacharlesworth-itsnicethat-1

    At a time when debates surrounding art and design education and the way they prepare students for the creative industries are intensifying, Kingston University tutor Zelda Malan explains why it’s still so important that creative courses continue to teach ideas. You can add your thoughts using the comments thread below…

  6. Marianbantjes-designawards-itsnicethat-list

    It’s design award season (like the film world equivalent but fewer red carpets and more pictures of people staring at posters) and as ever the winners will be much discussed across the creative industries. But genuinely useful advice for those who enter has been thin on the ground, until now. Having relaunched her website, the brilliant Marian Bantjes has also started a new blog (huzzah!) and recently wrote a series of tips for those designers putting their work up for awards, based on her extensive experience as a judge. You can add comments below, or just soak up the wisdom…

  7. Newswall-itsnicethat-list

    Yesterday saw the launch of a brand new form of news presentation by Channel 4 in 4NewsWall – a Tumblr-hosted website dedicated to the day’s top news stories, listed chronologically, with each presented by a GIF. Thought up by 4Creative’s Jack Croft and Stacey Bird and developed by the creative team, it’s flashy, image-led and uncluttered – with each GIF offering a click-through button to a more detailed report – and looks set to be an interesting and exciting progression for news journalism.

  8. Graphicdesign_-opinion-itsnicethat-list

    A couple of months ago there was a lot of interest in this survey in which clients described the four worst types of creative agencies as they saw it. Now we have a chance to hear from the practitioners themselves, by way of Graphicdesign&’s in-depth industry study. Lucienne Roberts and Rebecca Wright have partnered with social scientist Nikandre Kopcke to create a questionnaire which explores “practice, perceptions and prejudices alongside the usual questions about age, education, work and pay.”

  9. List

    It’s fast approaching the time of all-nighters (not the fun ones), tears, last-minute panics and all the other things that come with the end of learning and the impending beginning of the terrifying thing they call real life. But like the mum that tells you you’re always the best and most talented and most beautiful, or the best friend that bursts into your house and pops the kettle on/pours the gin, we’re here to remind you of some of the advice that might be able to help you.

  10. Stevedaniels-hero-list

    There is an awful lot of discussion around starting a new magazine and for many creatively inclined people it remains one of their foremost ambitions. Last week Makeshift founder Steve Daniels wrote an excellent blog about the things to consider when planning a new publication, and in doing so summed up many things we too feel are important. Steve’s now become an advisor to the title he founded, a move which maybe gives him a little extra distance to write “not a guide to the nuts and bolts of finding a printer and selling subscriptions but a contemplation of the major elements that will set you up for success.”

  11. Kingadz-autenticity-list

    In the branding and advertising world, authenticity seems to have become the Holy Grail. Seemingly melded to whatever people need it to convey, it’s become a buzzword whose significance has mushroomed while its meaning has all but vanished. With this in mind King Adz, aka Adam N. Stone – whose new book Unbrandable is out this summer – considers what authenticity really means in a contemporary creative context. You can add your thoughts using the comment thread below…

  12. Kinfolk_14.cover

    The latest issue of Gym Class magazine has an eye-catching cover; with bold block capitals on a black background spelling out: “Nobody cares about your oh-so-cool, Kickstarted, tactile, minimalist unoriginal magazine.” It’s intended as a “call to action,” Gym Class editor Steven Gregor told MagCulture, “make magazines, and make them exceptional.”

  13. Applewtach-list-int

    The Apple Watch was officially unveiled yesterday (as was a super-thin 13.1mm new MacBook) and as ever the internet is awash with run-downs and reactions slobbering over the new products. For Wolff Olins design director Jan Eumann though, the imminent arrival of the new timepiece got him thinking about logo design, and in particular how app buttons have rehabilitated the logo. You can add your thoughts using the comment thread below…