When a car company showcases its latest model, it's the sleek look that catches our attention. We marvel at its futurist shape, the seamless door handles and the headlights that gracefully pop out of the hood. The roar of the motor coming to life gives us chills. We go "Ooooo" and "Aaaaa" at the unveiling, but we don't instantly reach out for the checkbooks.
Why?
Because we need to know more.
How safe is it on the road? What mileage does it get? Will it have enough space in the trunk? How many does it fit?
"Can I easily drive it?" comes before "Does it come in red?"
Aesthetics get you through the door, but what seals the deal is if the car works for you.
Now think about your website. Is it designed with the latest trends? Does it have sleek animations and all the gimmicks that you've come to expect from a modern website? Does it make you go "Ooooo" and "Aaaaa" every time you see it?
And then ask yourself:
- Can people who are blind use it?
- Are people with motor disabilities going to be able to navigate it?
- Could the parallax effect trigger discomfort for people with vestibular disorders?
- Do flashy animations pose a risk of triggering seizures for individuals with epilepsy?
- Is the content readable for those with dyslexia?
All the attractive design gimmicks are memorable. But if they lack substance and cause harm, they're just that - gimmicks.