Est-ce que le « beau » design est important en ligne?

Bon j’ai vraiment le tour de me faire des amis chez les aficionados du design et de Flash, mais que voulez-vous, j’aime ça foutre le bordel dans leurs conceptions de l’efficace. Toujours est-il que the Biving Report pose la question Does Good Design Matter? An Anecdote from the Thompson Campaign ^[2]. L’anecdote tend à prouver que le design n’est pas LE critère d’efficacité d’une campagne en ligne. Faut tout de même s’entendre, par design on entend les fioritures extra qui font que la patente est belle. On ne parle pas ici d’ergonomie ou d’efficace. Mais regardez plutôt les exemples de Biving et la conclusion qu’ils en tirent. Ce n’est pas moi qui le dis… Je ne fais que le citer!

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The whole situation was kind of embarrassing for our designers – the most rudimentary Flash piece we’ve ever done was being seen by more people than our best Flash work.  After a week or so, we got sick of looking at the basic version and ended up posting a slightly more polished red truck. ^[3]

Both versions of the truck worked equally well, as the Fredheads surpassed every online fundraising goal the Thompson campaign set. The simple truck did just as well as the fancier one. And while the simple version was homely, it was very usable and got the idea across well. The power was in the idea and the timing (which is always vital with these things), not in how professionally it was implemented. This was definitely a case that proves the old George Patton quote: “A good plan violently executed right now is far better than a perfect plan executed next week.”
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